Google backs off plans to remove third-party cookies from Chrome

Google to phase out user tracking cookies

Google to phase out user tracking “cookies” 00:36

Google announced on Monday that the company is backing away from plans to gradually phase out the use of third-party cookies in its Chrome browser, in favor of a new strategy to empower users to make “informed choices that apply across their web browsing.”

The policy shift was announced in a July 22 blog post by Anthony Chavez, vice president of Privacy Sandbox, an initiative launched by Google to phase out third-party cookies.

Google was the first to announce plans in 2020 to gradually phase out third-party cookies, data stored in web browsers that allows companies to track users. Cookies, among other things, help marketers target ads to specific groups, and Google said Monday it was reversing course after receiving feedback from advertisers.

“This feedback helped us craft a solution that is beneficial for publishers and advertisers, supports a competitive and vibrant marketplace, and aims to accelerate the adoption of privacy-enhancing technologies,” Chavez wrote.

“Rather than eliminating third-party cookies, we want to introduce a new experience in Chrome that gives users the ability to make informed choices that apply across their web browsing, and adjust those choices at any time,” he added.

Google said it would consult with government agencies about the new initiative, and the proposal must be approved by regulators, including in the UK and the European Union, which have launched investigations into the proposed new practices.

—Agence France Press contributed to this report.

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Amy Pitch

Amy Picchi is deputy editor for CBS MoneyWatch, covering business and personal finance. She previously worked at Bloomberg News and wrote for national news outlets including USA Today and Consumer Reports.

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