Google to keep third-party cookies on Chrome

Google will keep third-party cookies on Chrome and abandon its previously publicized plans to introduce an opt-out mechanism that would have allowed users to choose not to be tracked by the technology, the company announced in a blog post on April 22.

According to Adweek, The tech giant will keep with its “current approach to offering users third-party cookie choice in Chrome,” wrote Anthony Chavez, vice president of Privacy Sandbox, “and will not be rolling out a new standalone prompt for third-party cookies.”

Google will allow users to manage their cookie preferences in their Chrome settings, backtracking on plans it announced last July to roll out a privacy prompt enabling seamless user opt-outs.

This previous plan, states Adweek, was publicized “as part of the company’s decision to issue an indefinite pause on its yearslong plans to deprecate third-party cookies on Chrome. Prior to that move, Google had postponed its cookie phaseout multiple times since 2020.”