Google Ditches Third-Party (3P) Cookie Phaseout

After months of discussion, Google has finally decided to keep the third-party cookies (3PC) in its Chrome browsers. In a recent announcement by Google, it was announced that it won’t be “deprecating third-party cookies, but it’s introducing a “new experience in Chrome” that lets users make an informed preference across their web browsing, which they can adjust at any time. Following this statement, Google has also decided to continue the “Privacy Sandbox APIs available and support users to further enhance privacy and utility.”
For many industry professionals, the decision has caught them in wonder, sending shockwaves across the marketing and advertising landscape after much effort, especially in the B2C marketing industry, as it turns out that relying on owned customer information and diversifying from third-party cookies has already paid off.

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