Jul 26, 2024, 15:52 by Sara Foster

After announcing several years ago that third-party cookies would be deprecated from its Chrome Browser, Google spent the next few years pushing back the deadline while it tried to implement a viable alternative. In the latest move, Google has announced that it will not institute the cookie deprecation after all. 

Quelle surprise.

After advertisers spent a lot of time, money and resources, was it all wasted? Well, maybe not. Google plans to provide choices for Chrome users that include third-party cookies.  The vast tech company also continues to develop its Privacy Sandbox alternatives, which will allow Chrome users to opt out of cookies when browsing.

For now, at least, Google seems unable to manage the balancing act necessary to deliver targeted ads while also meeting the demands of regulators and privacy advocates.