Google announced that they are... Not phasing out third-party cookies? And after 4+ years of development, this is a striking change. I explain what to make out of it. Fast-forward: unclear for at least 1-2 months.

It is a response to part of industry criticism, but also regulatory oversight. At the same time, they say that Privacy Sandbox will stay and be maintained. So why keep it still (it costs money)? For a simple reason: Google no longer needs third-party cookies. It's part of the industry wanting to hold the handbrake. Google has enough of its data, and based on how Privacy Sandbox performs, it would suffice for their needs. At the same time, they could work towards getting rid of the privacy-problematic label.
Now UK Data Protection Authority (ICO) gets to say what do they prefer: third-party cookie tracking, Privacy Sandbox, or what. They were somewhat critical of the Privacy Sandbox design. That's their duty: they assessed the design. At the same time, the choice was the following: third-party cookies, or Privacy Sandbox. Competition (UK CMA) authority won't accept nuking cookies without anything in exchange.

One trick may be to... Ask the consumer what they want. And it is unlikely that the users would choose to retain cookies, they won't like to be tracked:

"we are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice"

So how about a similar choice screen popping up in all Chrome web browsers (text subject to debate, naturally; the design is a mock-up)?

Google's handling of the big ecosystem migration always had some weaknesses. But part of industry and regulator opinions weren't perfect either.

Are they now calling <insert an entity here>'s bluff then?

We'll soon see where this goes. It seems Privacy Sandbox stays. It would make little sense to keep maintaining it if nothing changes. So something is expected to happen. But the uncertainty now is really high.  

The remainder of this analysis must remain closed for now. Comments, queries, or maybe offers? Contact me at me@lukaszolejnik.com, I’m seeking engagements.