Google has previously stated that they will end support for third-party cookies on the Google Chrome web browser in order to improve the privacy of users of this popular web browser. Initially, it was planned to be implemented as early as 2022 before being postponed to 2023 and again postponed to 2025. Yesterday Google finally confirmed plans to end support for third-party cookies will now no longer continue.
For your information, Google focuses on the Privacy Sandbox to improve user privacy while at the same time maintaining the existing advertising ecosystem for publishers, businesses, and customers. Privacy Sandbox that prevents tracking and identifying specific user data has been introduced since 2022.
Moreover, the decision to retain third-party cookies was taken after taking feedback from the UK's Competition and Markets Authority (CMA), the Information Commissioner's Office (ICO), publishers, web developers and standards groups, civil society and participants in the advertising industry. We have yet to confirm other details on the subject. So, we should wait for more confirmation from Google.
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