In the latest development of a five-year long journey, Google has abandoned plans to introduce a third-party cookie opt-out option for users.
Google has abandoned plans to introduce a new standalone button that would allow Chrome users to manage third-party cookie preferences, in a reversal of its long-running strategy to phase out the tracking technology.
Announced in a blog post by vice-president of Google’s Privacy Sandbox, Anthony Chavez, the tech giant confirmed on Tuesday (22 April) that it will stick with its current cookie settings system and will not introduce the user choice prompt originally announced in July 2024.
“We’ve made the decision to maintain our current approach to offering users third-party cookie choice in Chrome and will not be rolling out a new standalone prompt for third-party cookies,” Chavez wrote.
