Google will not eradicate the “cookies” of your diet in Chrome

Five years ago Google announced to Bombo and Shaw that would dispense with the “cookies” of third parties in Chrome, an ad that put in fear in the body to the millions of advertisers who rely on these computer archives (capable of registering the online activity of the users) in order to confront them with personalized advertising on the network of networks. However, Mountain View companywhich initially planned to replace the “cookies” with a less intrusive system that identifies the preferences and interests of the user without necessarily storing their navigation history, He has finally changed his mind and realized yesterday of his intention to maintain third -party “cookies” in Chrome.

In a post published on Tuesday in Google’s corporate blog Anthony Chavez, vice president of Privacy Sandbox, indicated that The Internet giant would continue to bet on third -party “cookies” in Chrome.

Google will allow users to manage their preferences in relation to third -party “cookies” through Chrome settingsbut these will not finally have the possibility of completely deactivating them, as was a boat soon the intention of the company.

Google’s decision not to eradicate the “cookies” of his diet in Chrome occurs after The company has delayed multiple occasions its “death” since in 2020 it announced for the first time its plans to liquidate them.

Google will continue working on solutions focused on privacy through Privacy Sandbox

According to Google, his decision not to end the “cookies” has been motivated last by the comments of advertisers, “Publishers”, developers and regulatory entities. The company has taken into consideration, for example, the opinion of the United Kingdom Competition and Markets (CMA), which already warned in its day that Google could take advantage of its dominant position in the market to eventually obtain a unfair advantage in the online advertising universe through Chrome and Privacy Sandboxthe program in which the technological titan had been working for five years to develop alternative methods to “cookies.”

“Many things have changed since we announced the Privacy Sandbox initiative in 2019”says Chavez. “The adoption of technologies that improve privacy has accelerated, new opportunities have emerged to safeguard and ensure the navigation experiences of people with AI, and the regulatory panorama worldwide has evolved considerably,” he emphasizes.

However, and although Google will not finally bury the third -party “cookies”, The company will continue to work on less intrusive tools and more respectful of user privacy. The company will work for the moment in API developed through Privacy Sandbox and will continue to actively collect the “feedback” of the online advertising industry and the regulatory authorities throughout the entire globe to examine for real efficiency of such tools.

Google also intends to implement IP protection in the unknown mode in Chromea measure that will allow anonymity to the user’s IP address to prevent third parties can identify and track it. IP protection in Chrome’s incognito mode will be a reality during the third quarter of 2025.

The Mountain View company has received several judicial wrappings in recent months. Last week a judge of the state of Virginia ruled that Google had raised the foundations of a monopoly in the field of online advertising leaning on anti -competitive practices. And this Monday a trial began in which the consequences of a sentence issued in August last year that Google incurred monopolistic practices in the territory of internet searches will be settled.