After years of efforts, Alphabet-backed Google’s “Privacy Sandbox” endeavor revealed it will not remove third-party cookies from its Chrome internet browser. This decision is a huge step for Google as it has put tremendous effort into replacing cookies with other tools for advertisers. Advertisers will still be able to gather user information through cookies.
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Google in 2020 had declared to eliminate third-party cookies. This announcement raised concerns in advertisers as it would have impacted their capabilities to gather user data to deliver customized ads, and they would have to depend on Google’s user databases.
Google’s rivals like Apple and Mozilla, by default block third-party cookies for its browsers, Safari and Firefox, respectively.