Google has pulled the plug on pulling the plug on third-party cookies in Chrome.

It seems they couldn’t find a privacy-preserving replacement that would also preserve ad revenue.

Per Google:

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 that applies across their web browsing

Basically, Chrome will do what iOS started doing in 2021 with the advent of App Tracking Transparency in 14.5.

Cookies have crumbled, but the crumbs are sticking around.