After years of deliberating on cookies, Google is finally backing out of its plans to phase out cookies. Earlier it was reported that Google is delaying the phase-out process to 2025. But now Google says that they won’t be retiring cookies after all.
The company has now announced that it won’t actually retire cookies from Chrome. For years, Google has been going back and forth about the cookies and they even delayed the phase-out process several times due to various challenges and concerns.
These challenges and concerns have forced the search giant to revise its approach. They announced that they are now exploring an entirely new alternative to enhance data privacy.
Here is what they said.
“We are proposing an updated approach that elevates user choice. 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. We’re discussing this new path with regulators, and will engage with the industry as we roll this out.”
The company has now shifted its focus to its Privacy Sandbox project, which had been in production as a lesser element. They opened Privacy Sandbox for public use in September 2023. By January 2024 they had a new plan to use the project in place of cookies to serve advertising.
It means that Google is not going to phase out the cookies as it has had enough of trying to appease the various players.
“We’re grateful to all the organizations and individuals who have worked with us over the last four years to develop, test, and adopt the Privacy Sandbox. As we finalize this approach, we’ll continue to consult with the CMA, ICO, and other regulators globally. We look forward to continued collaboration with the ecosystem on the next phase of the journey to a more private web.”
Google also says they will continue to invest in Privacy Sandbox APIs to further improve privacy and utility. So, there will still be an alternative to cookies based on this model.
