{"id":56633,"date":"2024-07-23T00:27:59","date_gmt":"2024-07-23T00:27:59","guid":{"rendered":"https:\/\/www.threatshub.org\/blog\/googles-plan-to-drop-third-party-cookies-in-chrome-crumbles\/"},"modified":"2024-07-23T00:27:59","modified_gmt":"2024-07-23T00:27:59","slug":"googles-plan-to-drop-third-party-cookies-in-chrome-crumbles","status":"publish","type":"post","link":"https:\/\/www.threatshub.org\/blog\/googles-plan-to-drop-third-party-cookies-in-chrome-crumbles\/","title":{"rendered":"Google’s plan to drop third-party cookies in Chrome crumbles"},"content":{"rendered":"

Google no longer intends to drop support for third-party cookies \u2013 the online identifiers used by the ad industry to track people and target them with ads based on their online activities.<\/p>\n

In a Monday post<\/a>, Anthony Chavez, VP of Google’s Privacy Sandbox, revealed that the search and ads giant has come to understand that its five-year effort to build a privacy-preserving ad-tech stack requires a lot of work and has implications for online advertisers \u2013 some of whom have been strident in their opposition.<\/p>\n

“In light of this, we are proposing an updated approach that elevates user choice,” wrote Chavez. “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.”<\/p>\n