Google reverses decision to remove ad-tracking cookies from Chrome

Google has abandoned its four-year initiative to remove ad-tracking cookies from its Chrome web browser in a surprising shift.

This reversal follows concerns from the online advertising industry about the potential impacts of the proposed changes.

Privacy sandbox initiative: A shift in strategy

The initiative, known as Privacy Sandbox, aimed to enhance user privacy by phasing out third-party cookies – snippets of code that track user information across websites.

However, the plan raised fears among advertisers and publishers about reduced competition in online advertising.

On Monday, Google announced the change of course in a blog post, citing the need to consider the impact on all stakeholders involved in online advertising.

Anthony Chavez, Vice President of Privacy Sandbox, explained that instead of eliminating cookies, Google will introduce a new feature in Chrome that allows users to choose whether to block or allow third-party cookies.

“We’re discussing this new path with regulators and will engage with the industry as we roll this out,” Chavez stated. He emphasized that users would have the ability to make an informed choice about their privacy settings and adjust them at any time.

The U.K.’s primary competition regulator, which has overseen the Privacy Sandbox project, acknowledged Google’s updated approach. This development follows Google’s initial proposal in 2020 to retire cookies, a plan that has experienced several delays.

Advertisers rely on cookies to target ads effectively, while privacy advocates argue that cookies facilitate extensive tracking of users’ online behavior.