Third-party cookies in Chrome can no longer be deleted: Google's new plan to avoid them

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In an unexpected turn of events, Google has decided not to remove third-party cookies from its Chrome browser, defying previous expectations. The decision comes after several delays and reconsiderations about the impact of such a measure on the digital ecosystem.

Anthony Chavez, Vice President of Privacy Sandbox, explained that Google will now focus on giving users the ability to make informed decisions about their browsing preferences . This new approach seeks to balance user privacy with the needs of advertisers and publishers, avoiding the problems generated by previous proposals such as FLoC and Topics, which did not achieve the expected acceptance.

The role of Privacy Sandbox: impact on advertising and privacy
Although Google has decided to keep third-party cookies , it is not abandoning its efforts to improve privacy . The Privacy Sandbox initiative will continue to develop, looking for new ways to protect privacy without compromising the functionality and performance of advertising. This change of course also responds to the recommendations of regulatory bodies such as the UK Competition and Markets Authority, which have influenced the re-evaluation of Google's strategy.

Third-party cookies will continue to be a vital tool for targete azerbaijan whatsapp data d advertising, allowing advertisers to track users’ activity across the web and build detailed profiles. This balance between privacy and the digital economy poses an ongoing challenge, with Google trying to find a middle ground that satisfies all the players involved.

Google's decision not to phase out third-party cookies also reflects industry pressure and concerns about competition. Removing cookies could have favoured Google to the detriment of other players in the advertising market, by further concentrating power in its hands. Moreover, the proposed alternative solutions were found to fall short of the level of effectiveness needed to maintain the health of the advertising ecosystem.

Google Chrome cookies under scrutiny
The announcement has sparked mixed reactions in the tech and advertising industries. Some see the move as an opportunity for Google to develop better privacy solutions, while others criticize the decision as a way to maintain its market dominance. Google, for its part, says it will continue to work closely with regulators and the industry to develop technologies that protect user privacy without compromising the digital economy.