Google has announced that it will no longer move forward with the Privacy Sandbox, an initiative that aimed to phase out third-party cookies in Chrome.
Google’s plan to phase out third-party cookies in Chrome is officially over. In an update on Tuesday, Google Privacy Sandbox VP Anthony Chavez says the company has decided “to maintain our current approach to offering users third-party cookie choice in Chrome.
It has made several changes to the initiative over the years, such as proposals like its Topics API to assign interests to users based on their web activity and other tools it said could target ads while still offering some privacy. But following years of delays and scrutiny, Google said last year that it would let users choose whether to opt into a cookie-less Chrome. Now, it appears the initiative has come almost completely to an end.
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