Google to keep cookies - what the major reversal means for advertisers

Tech giant says it will make trackers optional in Chrome as it adjusts to pressure over its Privacy Sandbox push

Google will no longer kill third-party cookies and will keep them operational in Chrome browsers next year and beyond, the tech giant announced Monday. Google said it would keep the Internet trackers available in Chrome, but that it would develop options for consumers to decide whether or not to accept them.

Key takeaways

• The cookie-saving plan is a major reversal for Google, which had promised to deprecate cookies starting in 2019;
• Google faced regulatory and industry pressure to delay cookie deprecation as many forces lined up against the privacy sandbox, claiming it would harm internet commerce;
• Google is now proposing an updated approach that increases user choice. Instead of deprecating third-party cookies, Google will introduce a new experience in Chrome that lets people make an informed choice that applies to all of their web browsing. The company is discussing this new path with regulators and will work with industry as it rolls out.

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