Google recently announced a clear direction stating their intention to discontinue the use of third party cookies for tracking users across websites. However, Google has now revealed a change of heart and will not be canceling the use of cookies as previously indicated. This change comes as Google plans to phase out third party cookies since 2020 due to privacy concerns, with the introduction of Privacy Sandbox to replace the ad tracking system. Originally slated to be completely phased out by 2022, the timeline has since been pushed to 2023, then to 2024, with initial testing at 1% implementation in 2024, and a final postponement to 2025 before the latest decision to retain them.
Google now aims to give Chrome users the autonomy to choose their browsing experience by selecting their preferred web viewing settings. Users will receive prompts to make these selections. The reason behind this change of stance after years of contemplation is attributed to the vast number of stakeholders involved in transitioning away from the current cookie system, with wide-ranging impacts on all parties in the online advertising industry.
In terms of the new ad display system within Privacy Sandbox, Google confirms that they will continue to invest in and develop APIs for future implementation.
TLDR: Google decides not to discontinue the use of third party cookies, citing complexities and impacts on the online advertising ecosystem, and instead grants Chrome users the ability to control their web browsing preferences.
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