Google has backpedaled on an initial decision to remove all third-party cookies from the Chrome browser by the second half of the year after commencing the deactivation of such cookies in January, reports SC Media.
With the phaseout of third-party cookies affecting advertisers and publishers, Google has instead decided to introduce changes to the Chrome user experience, which were touted by Vice President for Privacy Sandbox Anthony Chavez to enable greater user control.
Despite the reversal of the third-party cookie phaseout, Google is still urging developers to leverage other means of tracking that do not include cookies, according to Chavez, who also noted Google's plans for greater Chrome privacy controls.
Such a decision has resulted in backlash from privacy advocates and cybersecurity experts. "Google's announcement underscores their ongoing commitment to profits over user privacy... Third-party cookies are one of the most pervasive tracking technologies, enabling advertising companies and data brokers to collect and sell information about users' online activities," said Electronic Frontier Foundation Staff Technologist Lena Cohen.
