Google, a division of Alphabet, announced on Tuesday that it will keep the little code packets in its Chrome browser and will not be implementing a new standalone popup for third-party cookies.
Google will launch a new Chrome experience in July to enable users to make an educated decision that applies to all of their online surfing, according to Anthony Chavez, vice president of the Google-backed Privacy Sandbox program.
The revelation coincides with Alphabet being under legal pressure following a recent ruling by a U.S. judge that Google maintains unlawful monopolies in online advertising technology, which may result in a court order dismantling of the company’s ad tech division.
After advertisers expressed concerns that a removal would restrict their ability to gather data for ad personalization, leaving them reliant on Google’s user databases, the tech giant abandoned long-standing plans to remove third-party cookies—tiny packets of code that track users’ activities across the internet—from Chrome last year.
“As we’ve engaged with the ecosystem … it remains clear that there are divergent perspectives on making changes that could impact the availability of third-party cookies,” Chavez said on Tuesday.
“Users can continue to choose the best option for themselves in Chrome’s Privacy and Security Settings,” he said.
The phase-out of third-party cookies is one of the main objectives of the Privacy Sandbox program, which the Alphabet company has been working on since 2019 with the goal of improving online privacy while assisting digital companies.
Chavez added that Google plans to continue working on the Privacy Sandbox APIs.
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