On Monday, Google announced it will not proceed with its earlier plan to block third-party tracking cookies in its Chrome browser. Instead, the company will offer a new feature allowing users to make informed choices about their web browsing privacy.
Introduced in January 2020, Google’s “Privacy Sandbox” aimed to replace cookies with less invasive tracking methods. However, after facing resistance from online publishers and scrutiny from regulators, the company decided to modify its approach.
Rather than eliminating cookies, Google will provide an option for users to control their tracking preferences, pending regulatory approval. The “Privacy Sandbox” initiatives will still be available for third-party websites.
