Google scraps out its plan to remove third party cookies in its Chrome browser because of concerns from advertisers and regulatory scrutiny. The tech giant now plans to introduce a new experience that will let users make informed choices about the usage of cookies.
Google plans to keep cookies in Chrome
According to an announcement on Monday by the tech giant, it is currently planning to keep third party cookies in its Chrome browser, after years of pledging to phase out the tiny packets of code meant to track users on the internet. This decision actually follows concerns from the biggest source of income of the company, that is, the advertisers. According to the advertisers, the loss of cookies in the world’s most popular browser will limit their ability to collect information for personalizing ads. This will make them dependent on the user database of Google.
The UK’s Competition And Market Authority had also the plan of the tech giant over concerns that it would delay and hamper competition in digital advertising. In a blog post, Anthony Chavez, vice president of the Google-backed Privacy Sandbox initiative, said, “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time,”
According to Lena Cohen who is a staff Technology at the Electronic Frontier Foundation, cookies can lead to consumer harm, for instance, predatory ads that target vulnerable groups. In a statement, Cohen said, “Google’s decision to continue allowing third-party cookies, despite other major browsers blocking them for years, is a direct consequence of their advertising-driven business model.”
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