Google Chrome Modifies Privacy Sandbox To Allow Cookies

After significant progress with Privacy Sandbox, Google has decided to make changes to its approach towards third-party cookies. Recently disclosed information reveals that Google plans to allow third-party cookies in the Chrome browser instead of completely blocking them.

Google Chrome Introduces Changes To Privacy Sandbox To Allow Cookies

In a recent post by Anthony Chavez, VP of Privacy Sandbox at Google, the company announced changes to the functionality of Privacy Sandbox. While the feature will still function as intended, it will now be more flexible in its treatment of third-party cookies.

Privacy Sandbox was initially launched by Google in 2022 with the release of Android 13. The feature aimed to enhance the browsing experience by preventing invasive cookie tracking and protecting user privacy by restricting third-party data sharing and cross-app identifier usage.

Initially perceived as a privacy-friendly move by Google, the recent adjustments suggest a shift towards accommodating advertisers.

Following feedback from various stakeholders in the online advertising industry, Google has decided to stop blocking third-party cookies. Instead, the company plans to alter the Chrome browsing experience by informing users about cookies and their browsing behavior.

We are proposing an updated approach that prioritizes user choice. Rather than deprecating third-party cookies, we will introduce a new Chrome experience that allows users to make informed decisions about their browsing preferences, which can be adjusted at any time.

Users can now expect to see cookie-related popups, prompting them to make choices about their browsing preferences instead of default cookie blocking.

Chrome To Bring IP Protection

The specific implementation of these changes by Google is still under discussion and has not been rolled out yet.

Despite the apparent victory of the advertising industry in this decision, users will also benefit from Google’s introduction of IP Protection in Chrome. This feature, previously announced, will mask users’ IP addresses with a privacy proxy during Incognito browsing, preventing network intermediaries from accessing shared content between the client and destination origin.

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