Google's plan to phase out third-party cookies for advertisers will not be pushing through anymore as the tech giant realized killing one of its Chrome browser's longtime features takes much more work than expected.

On Monday, Google announced that it now plans to introduce "a new experience" to let people adjust their browser settings, replacing previous plans of phasing out its free third-party browser cookies.

Why Cancel Now?

The company claimed that debuting its Privacy Sandbox APIs to replace the old browser cookies would require "significant work by many participants," including all advertisers using the feature on their platform.

Google did not elaborate further on the new proposed plan but said that it is already discussing the "new path" with regulators.

The decision came after several delays and re-negotiations as many advertisers continue to oppose the plan, claiming that it would have "major competitive impacts for digital businesses."

Despite businesses' pleas, Google has previously remain adamant on the phase out but has since relented over the years as it delays the plan multiple times.

Also Read: Google to Delay Third-Party Cookie Phaseout to 2025 Amid Regulatory Probes

What Happens to Privacy Sandbox APIs Now?

Although Google would not be replacing its old third-party cookies anymore, the tech giant did not also indicate any plans to discontinue its Privacy Sandbox APIs.

In fact, the company intends to continue investments into the new API system, promising to improve the feature's overall performance "as industry adoption increases."

This means that businesses that have already adopted the Google-owned API system would not need to revert to old browser cookies to still operate on the biggest browser platform online.

So far, Google plans to further improve the product's security and utility to soon allow users additional privacy controls even in the Incognito mode.

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