Google has dropped its cookie-crushing plans because one tweak could shake up the entire industry.

Why cookies won't crumble Cookies are the reason sites you clicked on once continue to track you across the internet. Cookies are small pieces of code that track your web browsing activity. In 2019, Google shook up the advertising industry by announcing plans to remove third-party cookies in Chrome (the world's most used browser). The backlash from the $600 billion-a-year digital advertising industry, which relies on Chrome for tracking data, was fierce. For more than four years, Google has been working on how to transition to a cookie-less browser. This week:

“It's fine,” Google said, backing away from long-planned measures that had sparked fierce backlash from advertisers and regulators.

The new plan: Instead of deleting cookies, Google will prompt users to choose whether they want to turn them on or off, according to the UK antitrust regulator. FYI: Users can already block cookies in Chrome settings.

Silicon chip cookies: Around 40% of sites use tracking cookies, and Chrome is the only major browser that still supports them.

Satisfy Your Sweet Tooth While privacy advocates have welcomed Google's plans to cut back on cookies, advertisers have vehemently opposed it, arguing that it would only give the search giant an even greater advertising advantage. The argument was that if Google eliminated third-party cookies, advertisers would be forced to shift their spend to Google's ad products for better targeting data. For years, advertisers have been bracing for the demise of the cookie by racing to collect more information about their customers, also known as first-party data.

This has fueled the rise of retail media, with companies like Walmart, Kroger, CVS and Amazon leveraging reams of customer data to target ads. Even non-retail companies like Uber, United and Marriott are increasingly leveraging first-party data to sell ads.

Rise: Since Google's cookie repeal, stock indexes of companies that provide advertising services have soared.

One Tweak Could Be Industry-Transforming The resistance to Google's plans shows how disruptive a single change by a tech giant can be to an industry: Apple's iOS privacy changes (“ask apps not to track you”) reportedly cost social platforms about $10 billion when they launched in 2021, and Metas Facebook's news feed algorithm changes devastated digital publishers such as BuzzFeed.

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