After years of delay, Google says it will no longer cancel and replace third-party cookies — a practice long used by advertisers — for its internet browser Chrome.
Cookies are small pieces of code that websites deliver to a visitor's browser and stick around as the person visits other sites.
To do so, Google launched its "Privacy Sandbox" initiative to find a solution that protects user privacy and lets content remain freely available on the open web.
But in June 2021, Google pushed back the timeline, giving the digital advertising industry more time to iron out plans for more privacy-conscious targeted ads.
In a blog post on Monday, the company said it has received feedback, from both advertisers and regulators, that informed its latest decision to cancel the plan to kill off third-party cookies in its browser.
Persons:
—, they'd, Anthony Chavez
Organizations:
Google