Google revises cookie policy: Users to choose in Chrome's privacy sandbox

Disabling third-party cookies in Google Chrome as part of the Privacy Sandbox project has been a topic of considerable debate for years. It affects users, ad and software creators, online publishers, and institutions concerned about potential threats. Google has repeatedly postponed this idea's implementation into Chrome, but according to the most recent blog post, they have changed their mind. They will not remove cookie support outright but will offer users a choice.

The removal of third-party cookie support was initially intended to enhance user privacy. Site and ad providers currently base their operations on these cookies, which allow them to optimise delivery according to user preferences, resulting in increased earnings. An overarching disablement of this mechanism in dominant browsers could completely change the market, and Google was indeed prepared to do so. However, the implementation date had been delayed multiple times.

According to the latest statements, this breakthrough will not happen. Google explains on its blog that it has taken a new approach to Privacy Sandbox, which involves giving users a choice. Everyone can decide whether third-party cookies should be supported using a new tool that is expected to come to Chrome soon.

However, the topic is still in its early stages. Google describes being grateful for the feedback received so far from the industry, with whom they declare continued cooperation before the final implementation of the new solution in Chrome. No specific dates are given and bear in mind that this issue has been ongoing for several years, with potential significant browser changes being delayed numerous times by months or quarters.