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Google had delayed plans to remove third-party cookies from its flagship Chrome browser, but announced on Monday that it would not delete the data files after all.
In a blog post In a statement on Monday written by Anthony Chavez, vice president of the Google Privacy Sandbox Initiative, Google explained that it would not remove cookies, which are the main source of user information for advertisers trying to serve targeted ads, in order to “support a competitive and vibrant marketplace that benefits publishers and advertisers.”
Related: Google acknowledges leaked internal documents: search algorithm
Instead, the company plans to offer users new privacy security options that are currently being developed and approved.
“With this in mind, we’re proposing a new approach that gives users more choice,” Chavez explained. “Rather than eliminating third-party cookies, we’re introducing a new experience in Chrome that gives users the power to make informed choices that apply across their web browsing, and lets them adjust those choices at any time.”
2020, Google Announced They plan to be cookie-free by 2022 and have been working towards that ever since.
December 2023, Chavez said the Privacy Sandbox initiative In progress Chrome is “phasing out” cookies and instead rolling out Tracking Protection (a feature that automatically restricts cookies) to a small number of Chrome users. The original plan was to remove all third-party cookies from Chrome. Multiple delays It was recently announced that this will be realized by the end of 2025.
“Third-party cookies have been a fundamental part of the web for almost 30 years,” Google blog post “Cookies may be used to track your activity on our website, but we also use cookies to support different online experiences, like helping you log in or showing relevant ads.”
Cookies are essentially packets of text data based on user behavior that allow advertisers and publishers to tailor content and ads to best suit your interests. However, if this data falls into the wrong hands, it can also be used for surveillance and potentially personal data violations.
Related: Mark Cuban issues warning after his Google account was hacked
Google’s parent company Alphabet is scheduled to report its second-quarter 2024 financial results after the close of trading on Tuesday.
As of Tuesday afternoon, Alphabet It was on 50% in one year.