In a significant change, Google has announced it will not implement a new standalone prompt for third-party cookies in Chrome, allowing the ad tech industry to continue utilizing this technology. This decision reverses its previous approach to limit third-party cookies announced in July 2022. According to Anthony Chavez from Google's Privacy Sandbox, the choice was made after industry feedback indicated conflicting opinions on such changes. While this decision affects cookie management, other initiatives under the Privacy Sandbox will proceed, notably IP Protection for Chrome Incognito users set for Q3.
"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."
"It remains clear that there are divergent perspectives on making changes that could impact the availability of third-party cookies."
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