Google has recently made a notable announcement regarding browser cookies, though it may not surprise many considering recent developments. After several years of working on the Privacy Sandbox, Google has decided to halt its plans. Anthony Chavez, VP of the Privacy Sandbox initiative, confirmed that Google will not proceed with a previously planned feature to allow users to disable third-party cookies. As a result, support for these cookies will continue indefinitely.
Starting in 2019, Google launched the Privacy Sandbox project to find a new method for targeted advertising that would safeguard user privacy. This initiative aimed to eliminate third-party cookies, which advertisers use to track users’ online activities.
However, Google faced significant challenges in creating a solution that satisfied all parties. The initial proposal, Federated Learning of Cohorts (FLoC), was widely criticized as being no better than cookies. Subsequently, Google transitioned to the Topics API, but the timeline for phasing out cookies has seen multiple delays since 2022.
(Source: Ars Technica)
