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Google announced On Monday that it intends to maintain third-party cookies in its Chrome browser, despite previous promises to phase out these small pieces of code used for tracking internet users.
This decision comes after concerns raised by advertisers, who rely heavily on cookies for collecting data to personalize ads.
The UK's Competition and Markets Authority has also expressed worries about the potential impact on digital advertising competition.
Instead of deprecating third-party cookies, Google plans to introduce a new browsing experience in Chrome that allows users to make informed choices about their privacy preferences and adjust them as needed.
This change is part of Google's Privacy Sandbox initiative, which aims to improve online privacy while supporting digital businesses.
Cookies are used to identify individual web users and track their online activities, but they can also be exploited for unwarranted surveillance.
In the European Union, the use of cookies is regulated by the General Data Protection Regulation (GDPR), which requires explicit consent from users for storing their cookies. Additionally, major browsers offer the option to delete cookies as desired.
Google stated that it is collaborating with regulators, publishers, and privacy groups to develop this new approach while continuing to invest in the Privacy Sandbox program.
The announcement has elicited mixed reactions from stakeholders in the advertising industry.
