Google has decided not to introduce a new cookie prompt for Chrome.
Instead, they’re sticking with the current privacy settings, which means advertisers can continue using third-party cookies for tracking—no major changes right now.
Initially, Google planned to phase out those cookies in favour of its Privacy Sandbox to enhance user privacy. However, mixed feedback and some regulatory challenges made them reconsider. Anthony Chavez from the Privacy Sandbox mentioned that there are varied opinions on how to handle these changes without disrupting third-party cookie access.
It’s a relief for advertisers since they can still rely on third-party cookie data for ad targeting. However, it’s a reminder that the push for more privacy-focused advertising is still in play. Businesses must focus on gathering first-party data and exploring new tracking solutions.
Even though the standalone cookie prompt is off the table, Google isn’t abandoning the Privacy Sandbox. Later this year, they will introduce features like IP Protection in Chrome’s Incognito mode.
Advertisers should stay alert!
