Google is dropping plans to eliminate cookies from its Chrome web browser, making a sudden U-turn on four years of work to phase out a technology that helps businesses tracks users online.
The company had been working on retiring third-party cookies, which are snippets of code that log user information, as part of an effort to overhaul user privacy options on Chrome. But the proposal, also known as Privacy Sandbox, had instilled fears in the online advertising industry that any replacement technology would leave even less room for online ad rivals.
In a blog post on Monday, Google said it decided to abandon the plan after considering the impact of the changes on publishers, advertisers and “everyone involved in online advertising.”
The U.K.'s primary competition regulator, which has been involved in oversight of the Privacy Sandbox project, said Google will, instead, give users the option to block or allow third-party cookies on the browser.
does it even matter, how many people are there who care about cookies and use chrome
Back in my day, the Internet was a testament to human ingenuity, determination and spirit, as noteworthy as the Manhatten project or the pyramids, not just synonym for one of Google’s crappy products that will inevitably end up in the Google graveyard.
This is Google’s way of throwing a fit. They’ve been thwarted at every attempt to replace cookies with something WAY MORE creepy and WORSE by privacy advocates.
They’re quickly realizing that people will not give advertisers free reign anymore.
No, please tell me more about how my privacy will affect advertisers.
Google said it decided to abandon the plan after considering the impact of the changes on publishers, advertisers and “everyone involved in online advertising.”
This is like a landlord scrapping plans to add curtains or blinds after considering the impact on peeping Toms and forgoing a lock on the back door after consulting with burglars.
