Google has abandoned its plan to drop support for third-party cookies in Chrome. Instead, the company will introduce a new experience that allows users to make an informed choice about their web browsing privacy. The Privacy Sandbox, a suite of APIs for privacy-protecting online ad delivery and analytics, will coexist with third-party cookies in Chrome. This decision comes after Google’s five-year effort to build a privacy-preserving ad-tech stack faced opposition from online advertisers.
Why do we care?
Well, five years of effort is reversed here. Your marketing teams will want to know about this change, as they may be very relieved. The industry’s heavy reliance on third-party cookies for targeted advertising and performance measurement made the initial phase-out plan a significant concern.