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Google has decided to keep third-party cookies in Chrome, despite years of planning to eliminate them. This decision comes as a surprise to many, especially after numerous delays and setbacks. Here’s what this means for you if you’re using Chrome.

A Quick Recap

Back in 2020, Google announced it would phase out third-party cookies and other tracking methods to create a more privacy-conscious web experience. The original deadline was set for 2022, but it was pushed back several times, with the latest delay extending into 2025.

Even though some progress was made, like the introduction of the Tracking Protection feature, Google has now halted the plan to completely remove third-party cookies. Instead, they are shifting focus to give users more control over their privacy.

New Privacy Features Coming to Chrome

Anthony Chavez, Google’s VP of its Privacy Sandbox initiative, explained in a blog post that the Privacy Sandbox APIs could improve online privacy while still supporting ad-funded content. However, the implementation of these APIs requires significant effort and impacts many stakeholders in the advertising industry.

To address privacy concerns without disrupting the ecosystem, Google will introduce new privacy controls in Chrome. Users will soon be able to make informed choices about third-party cookies and adjust their settings whenever they want.

One of the upcoming features is IP Protection for Incognito mode. This feature will anonymize your IP address, protecting it from third-party tracking. It’s similar to what many top VPN services offer, using a two-hop privacy proxy to anonymize Chrome traffic. However, it won’t be available as a default setting until next year.

What This Means for You

For regular Chrome users, this means more control over your privacy settings without losing the functionality of third-party cookies. Advertisers and publishers will still be able to operate as usual, but with the promise of better privacy protections on the horizon.

Stay tuned as Google continues to refine its Privacy Sandbox APIs and roll out new features aimed at enhancing your online privacy.

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