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IT Home July 23 news, Google yesterday (July 22) issued a press release,It announced that it would shelve the plan to "gradually phase out third-party cookies in the Chrome browser by 2025" and said that the choice would be left to the users in the future.

Google will launch a "new experience" for the Chrome browser.Third-party cookies will not be completely disabled, but let users feel the advantages of the new mechanism when browsing the web, and then “make an informed choice on your own.”

Why should you disable third-party cookies?

IT Home briefly introduces the definition of third-party cookies, which are "small files" created by other websites that allow them to identify users and store data locally.

The existence of cookies can help businesses find the right audience more effectively, but third-party cookies can record users' usage intentions and historical information at will without the user's consent, which may infringe on users' personal privacy.

Therefore, after the European privacy regulation GDPR came into effect in 2018, cookies were treated as user personal data and their arbitrary use was strictly prohibited.

Event Tracing

IT Home briefly reviews Google’s advancement history. As early as 2020, the company announced that it would gradually cancel support for third-party cookies in the Chrome browser starting in 2022, but due to advertiser complaints and regulatory issues, this schedule has been postponed many times.

External pressure

The UK Competition and Markets Authority (CMA) had opposed Google's plans to stop relying on third-party cookies because the move to a privacy sandbox could limit competition in digital advertising.

The UK Competition and Consumer Markus (CMA) issued a press release today accepting Google's commitments on the use of third-party cookies.

future development

Google has been developing the Privacy Sandbox to find ways to improve privacy while providing information to advertisers, but third-party cookies will remain in place for now to avoid impacting publishers and advertisers.

Google said it will not stop developing the "Privacy Sandbox" API, and will continue to improve the API and encourage developers to use it to replace cookies.

Google is still in discussions with regulators and will release more customer options later. More information will be released later.