Instead, Chrome users will be prompted to opt in or out.
Anthony Chavez, vice president of Google’s Privacy Sandbox, said:
“Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time”
Here’s his post: A new path for Privacy Sandbox on the web
It’s still not a done deal – they are discussing this new approach with regulators.
It’s also too early to speculate whether this means that it’s business as usual or whether businesses will still need to adapt to a new approaches and new solutions (that have been developed in preparation for a cookie-less world). We will have to wait and see how many people decide to turn cookies off.
In the meantime, businesses who are setting themselves out to capture first-party data should not change their plans. It’s still a solid strategy to adopt.
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