Google Reverses Four-Year Third-Party Cookie Plan

Google has reversed its four-year plan to eliminate third-party cookies from its Chrome browser, opting instead to introduce a new system that allows users to make informed decisions about their tracking preferences. This decision comes after significant pushback from advertisers, who argued that the removal of cookies would harm their ability to personalize ads and increase dependency on Google's own data. Google's new approach involves prompting users to choose whether to enable or disable cookies, a feature already available in most browsers but now presented more prominently. The company is engaging with regulators and industry stakeholders to refine and implement this updated strategy. Privacy advocates have expressed disappointment, while the advertising industry has shown mixed reactions. The UK's Competition and Markets Authority and other regulatory bodies have scrutinized Google's plans, highlighting concerns about competition and privacy.