Google shifts strategy on third-party cookies in Chrome, plans to introduce user-choice system for tracking preferences
In a significant policy shift, Google announced on Monday that it will no longer proceed with its plan to remove third-party cookies from its Chrome browser. "Rather than phasing out third-party cookies, we are developing a new experience in Chrome that enables users to make informed decisions about their tracking preferences," Chavez wrote. Cookies, small data files stored on a user’s device by websites, serve numerous functions such as retaining login information, tracking shopping cart contents, and storing session-related details. Third-party cookies specifically monitor user activity across various websites, enabling targeted advertising and analytics. Google’s initial announcement to eliminate third-party cookies from Chrome, first made in 2020, sparked widespread concern within the advertising industry.
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