Google Reverses Decision to Eliminate Cookies From Chrome

Google has halted its plan to remove third-party cookies from Chrome after four years of development. The decision came after evaluating the impact on advertisers and publishers, with Google now offering users the choice to block or allow cookies. This new direction will be discussed with industry regulators.

Google has reversed its plan to remove third-party cookies from its Chrome web browser, ending four years of work intended to enhance user privacy. The decision follows concerns from the online advertising industry that alternative methods would limit ad competition.

In a recent blog post, Google stated the plan was shelved after assessing its impact on publishers and advertisers. Instead, Chrome users will be given the option to block or allow cookies, with the choice being adjustable at any time. This move aligns with feedback from the U.K.'s primary competition regulator, which has been overseeing the Privacy Sandbox project.

Anthony Chavez, vice president of Privacy Sandbox, emphasized ongoing discussions with regulators and engagement with industry stakeholders. Originally proposed in 2020, the initiative had faced multiple delays, reflecting the challenges in balancing privacy and advertising needs on the world's most popular browser.

(With inputs from agencies.)