Google Reversing 3rd-Party Cookie Phaseout in Favor of New Strategy

Vice president of the Privacy Sandbox initiative says the plan has changed after feedback from various stakeholders, such as regulators and advertisers.
Google Reversing 3rd-Party Cookie Phaseout in Favor of New Strategy
The Google logo in Las Vegas on Jan. 10, 2024. Steve Marcus/Reuters
Stephen Katte
Updated:
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Global tech giant Google says it plans to reverse an earlier decision to phase out third-party cookies in its Chrome browser and instead focus on a new strategy involving user choice.

In 2020, Google announced a new initiative, Privacy Sandbox, that would phase out third-party cookies, the data stored in web browsers that let companies track users and help advertisers target ads.
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