Google backtracks on third-party cookie ban

After years of delays, Google has abandoned its plan to eliminate third-party cookies in its Chrome browser. These cookies are widely used by advertisers to track users across websites and target ads.

Originally announced in 2020, Google aimed to phase out cookies by early 2022. However, concerns from advertisers, publishers, and regulators prompted several postponements.

While seeking an alternative solution, Google launched its "Privacy Sandbox" initiative to balance user privacy with a sustainable online advertising ecosystem. However, concerns about the effectiveness and impact of the proposed replacements led to further delays.

In a recent blog post, Google cited feedback from various stakeholders as the reason behind their decision. The company acknowledged the complexity of transitioning away from cookies and its potential disruption for advertisers, publishers, and the online advertising industry as a whole.

Instead of eliminating cookies altogether, Google plans to introduce a new feature in Chrome that empowers users to control their online tracking preferences. This feature will allow users to make informed choices and adjust them as needed. Google emphasizes collaboration with regulators and industry players as they roll out this new approach.