Google is moving its shopping cart in Chrome entirely to third-party cookies. After repeated delays, it is setting up a new system in which cookies can continue to exist.

Third-party cookies are not disappearing from the Chrome browser. Google announces this with a blog. Instead of banning cookies altogether, they are working on a new browsing experience that gives users an “informed choice” about the extent to which they want to be tracked while browsing.

After the postponement comes the adjustment

However, Google announced in 2020 that it would no longer support third-party cookies. Browsers such as Firefox and Safari did this much earlier. However, the phase-out was repeatedly postponed. Google recently indicated that it would not work this year either, despite a test phase. Tracking protection has been running since January.

Google now says that completely abandoning cookies would create “too much work” for its partners and is proposing new alternatives. For example, it wants to focus on its Privacy Sandbox APIs. Google is also announcing improved IP protection for incognito surfers, so that incognito actually means incognito, which has not necessarily been the case until now.

The advertising mill must turn

The cookie dilemma is an example of the fragmentation that Google finds itself in as the largest internet company in the world. On the one hand, it wants to get rid of the bad reputation it has built up over the past few years when it comes to privacy. At the same time, it needs to keep the advertising mill, which remains the company’s biggest source of revenue, running.