Google Backtracks on Phasing Out Cookies
In an unexpected turn of events, Google announced on Monday that it is reversing its previous decision to phase out third-party cookies in the Chrome browser starting this summer.
Cookies are technical tools used to track users’ browsing on the internet. They allow websites to collect data about users’ habits and preferences in order to display more targeted advertising.
Google’s decision to phase out cookies was met with great approval from privacy advocates, who saw it as a step towards greater control over their data.
However, it seems that Google has had a change of heart, announcing a “new experiment” in the Chrome browser that will allow users to choose how they want to handle third-party cookies.
Google is continuing to work on its Privacy Sandbox initiative, which it launched in 2020, which aims to replace cookies with new mechanisms that allow advertisers to effectively target users without compromising their privacy.
