Google scraps third-party cookie ban, to focus on user privacy controls in Chrome

Google which had initially planned to phase out support for third-party cookies altogether in favour of their Privacy Sandbox initiative now has adopted a different approach. The Privacy Sandbox initiative aims to enhance user privacy while maintaining a functional ad-supported internet ecosystem.

According to its latest blog post announcement, Google will no longer go ahead with its plan to eliminate third-party cookies in Chrome by 2025. For years, Google has been at the forefront of phasing out third-party cookies, which track user behaviour across different websites.