State of play for online privacy just shifted as Google confirms major cookie change
- Google has officially announced it will no longer phase out third-party cookies in Chrome, ending a multi-year pledge and altering the state of play for digital advertising.
- Instead of removal, Chrome will introduce a new user choice prompt, letting individuals decide to block cookies themselves across websites.
- This reversal means publishers and ad tech companies must now prepare for a hybrid future, where consent flows and privacy regulations dictate the state of play.
- Privacy advocates warn this change could weaken default protections, putting more responsibility on users to manage their tracking settings manually.
- Advertisers should expect a fragmented landscape, as the state of play shifts from a single deadline to ongoing, user-controlled opt-in scenarios.