Google Chrome abandons plans to phase out third-party cookies

What just happened? In a significant reversal that will send ripples through the advertising industry, Google has announced that it will no longer introduce a standalone prompt for third-party cookies in its Chrome browser. The decision marks a dramatic departure from the company's long-standing plan to phase out cookies entirely, a move that has been in waiting for several years now and was closely monitored by regulators, advertisers, and privacy advocates alike. The announcement, delivered by Anthony Chavez, VPt of Privacy Sandbox at Google, confirmed that Chrome users will continue to manage their third-party cookie preferences through existing privacy and security settings, rather than being presented with a new, explicit prompt. "We've made the decision to maintain our current approach to offering users third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies," Chavez wrote in a blog post on April 22. He emphasized that u ... Read full article.