Google won’t be deprecating third-party cookies from Chrome after all

This story just never ever ends. After delays, changes in plans, more delays, we now have more changed plans. After years of stalling, Google has now announced it is, in fact, not going to deprecate third-party cookies in Chrome by default.

In light of this, we are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time. We’re discussing this new path with regulators, and will engage with the industry as we roll this out.
↫ Anthony Chavez

Google remains unclear about what, exactly, users will be able to choose between. The consensus seems to be that users will be able to choose between retaining third-party cookies and turning them off, but that’s based on a statement by the British Competition and Market Authority, and not on a statement from Google itself. It seems reasonable to assume the CMA knows what it’s talking about, but with a company like Google you never know what’s going to happen tomorrow, let alone a few months from now.

While both Safari and Firefox have already made this move ages ago, it’s taking Google and Chrome a lot longer to deal with this issue, because Google needs to find different ways of tracking you that are not using third-party cookies. Google’s own testing with Privacy Sandbox, Chrome’s sarcastically-named alternative to third-party cookies, shows that it seems to perform reasonable well, which should definitely raise some alarm bells about just how private it really is.

Regardless, I doubt this saga will be over any time soon.