Google has reversed its plan to eliminate third-party cookies from its Chrome browser, following concerns from advertisers and regulatory bodies. These cookies, essential for tracking users and personalizing ads, were set to be phased out as part of Google’s Privacy Sandbox initiative aimed at enhancing online privacy.
Advertisers, who rely on third-party cookies for data collection, feared dependency on Google’s user databases. The UK’s Competition and Markets Authority (CMA) also scrutinized the plan, worried it might stifle competition in digital advertising.
Instead of removing the cookies, Google will introduce a new Chrome feature allowing users to make informed privacy choices and adjust settings anytime. Google continues to collaborate with regulators, publishers, and privacy groups to refine this approach.
While some analysts welcome the decision, suggesting it eases the transition for advertisers, privacy advocates argue it perpetuates potential consumer harm by enabling targeted, predatory ads.
