After years of uncertainty, Google says it won’t be ‘deprecating third-party cookies’ in Chrome

After much back and forth, Google has decided to keep third-party cookies in its Chrome browser. Turns out all the fuss over the years wasn’t in vain after all; the ad industry’s cries have finally been heard.

In an “updated approach” announced in a blog post today, Google revealed it won’t be “deprecating third-party cookies.” Instead, it’s introducing a “new experience in Chrome” that lets users make an informed choice across their web browsing, which they’d be able to adjust at any time.

Google executives are already discussing this pivot with regulators including the U.K.’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO) and plan to do the same with the industry soon. For now, details on what this actually means remain light. And as for a timeline, Google seems to have learned its lesson from the numerous delays to its cookie-killing plans — there isn’t one.

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