Tech Desk 
Jul 23, 2024
Google, the Alphabet-owned company, is no longer ending support for third-party cookies in its Chrome browser.
Previously in 2022, Google announced its plan to “phase out support” for third-party cookies, along with cross-site tracking identifiers, fingerprinting, and other smart ways.
The plan was to change them with privacy-conscious options to not disrupt the web’s advertising model. This was eventually postponed to 2023 and 2024, while a third delay to sometime in 2025 was announced in April.
In January, the search engine giant, Google started a wider phase of checking, with “Tracking Protection” being the user-facing branding for the change.
A “Browse with more privacy” message explained how “You’re one of the first to experience Tracking Protection, which restricts sites from using third-party cookies to track you as you browse.”
“Instead of deprecating third-party cookies,” Google unveiled today that it will “introduce a new experience in Chrome that allows people make an informed option that implies across their web browsing.”
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Google said that the transition from third-party cookies would have required “significant work by many participants. The “impact on publishers, advertisers, and everyone included in online advertising.”
One example of the “additional privacy controls” coming to Chrome is IP Protection in Incognito mode.
- “IP Protection proposes to anonymise the user’s IP address, to help safeguard it from being used by third parties identified as potentially using IP addresses for web-wide cross-site tracking.”
- “IP Protection proposes a two-hop privacy proxy that anonymises qualifying traffic.“
- “IP protection won’t launch as a default setting for Chrome users before 2025.”
Additionally, Google would continue to make the Privacy Sandbox APIs available and invest in them to further enhance privacy and utility.
