Google Chrome will now continue to use third-party cookies

In a shocking development, Google won’t roll out a new standalone prompt for third-party cookies in Chrome, meaning ad tech companies can still use the targeting technology in the world’s most popular web browser.

It’s a move that amounts to a U-turn on the Chrome team’s earlier updated approach to deprecating third-party cookies, announced in July last year, with the latest development bound to cause ructions across the ad tech ecosystem.

“We’ve made the decision to maintain our current approach to offering users third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies,” wrote Anthony Chavez, vp Privacy Sandbox at Google, in a blog post published earlier today (April 22). “Users can continue to choose the best option for themselves in Chrome’s Privacy and Security Settings.”

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