After much progress with the privacy sandbox, Google has decided to bring back its most privacy-focused aspect against third-party cookies. As recently revealed, Google plans to change the user experience as the Chrome browser will allow third-party cookies instead of blocking them entirely.

Google Chrome has introduced changes to the privacy sandbox to allow cookies.

According to a recent Post According to Anthony Chavez, VP of Privacy Sandbox at Google, the tech giant plans to introduce some changes to the core functionality of the Privacy Sandbox. While this feature will continue to work as intended, going forward, it will be slightly more flexible with respect to third-party cookies.

Google first launched the Privacy Sandbox feature. In 2022, rolling it out with Android 13. The feature was intended to prevent intrusive cookie tracking for Chrome users while ensuring a better browsing experience. It aims to prevent third-party data and cross-app identifier sharing to protect users’ privacy from advertisers.

The move made Google feel like a privacy champion for its users. However, recently announced changes indicate Google’s tilt toward advertisers.

As explained, the tech giant received feedback from various stakeholders in the online advertising industry, considering which Google decided to stop third-party cookie blocking. Instead, Google plans to modify the Chrome experience for users, telling them about cookies and web browsing.

We are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we’ll introduce a new experience in Chrome that lets people make an informed choice that applies to their web browsing, and they can adjust that choice at any time.

So now, instead of experiencing cookie blocking by default, users can observe pop-ups regarding cookie behavior, letting them decide how they want to browse.

Chrome to bring IP protection

As of now, it is unclear how Google will implement this process, as the matter is currently under discussion and has yet to be launched.

What remains clear, however, is that the ad industry appears to have won this tough battle with Google.

However, it’s not a loss for users either, as Google also plans to roll out. IP protection In Chrome (eg Announced earlier). Users can experience this privacy in incognito browsing mode, where the browser will mask the user’s IP address with a privacy proxy. This feature will also prevent network intermediaries from accessing shared content between the client and the destination.

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