Four years ago, Google made a surprising announcement: It was going to “phase out” cookies, which allow third parties to track users on Google Chrome.
Even though Google shared it was going to take a few years to find a new middle ground to avoid a total disruption of the online advertising industry, this was seen as a pretty big win for user privacy advocates.
Well, Google just announced on Monday that it was scrapping its cookie-ditching plans.
According to Google, the search giant will not kill third-party cookies. Instead, Google plans on introducing a new feature in Chrome that allows users to make an informed decision that affects their entire web browsing experience.
Google backtracks on cookies
Google originally shared its intent to depreciate third-party cookies back in 2020. Cookies are breadcrumbs of data stored on users’ devices that store logins, website preferences, and – most notably – allow third parties to track users for targeted advertising …