Third-party cookies on Chrome are small files containing users’ browsing activity
Google will not remove cookies from Chrome four years after the tech giant said it would after receiving pushback on its replacement plan from regulators and advertisers.
In a blog post yesterday, the tech giant said it will continue with its new approach, which does not remove cookies and gives users the option to turn them on or off.
Third-party cookies on Chrome are small files containing users’ browsing activity that help send personalized ads. In 2020, Google announced its plan to phase out cookies by 2022 due to their intrusive nature.
However, advertisers weren’t pleased because removing cookies would mean they would no longer be able to easily target ads, affecting the $600 billion-a-year online ad industry.
Regulators, especially in the UK, also started investigating whether Google’s plan was fair, causing delays in its implementation.