Google ($GOOGL) canceling its plan to eliminate cookies in the Chrome browser

Google stated it will not be canceling and replacing third-party cookies for its internet browser Chrome. Cookies are small files of data that a website sends to a user's browser when they visit a website. The browser then stores the cookie on the user's device for a set amount of time or for the duration of their session. Cookies can be used for many purposes such as for digital advertising, providing the ability to track users from multiple sites for the sole purpose of using targeted ads more efficiently.

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In 2020 Google stated that they would be addressing the needs of users and advertisers in regards to coming up with a solution that would end the support for these cookies. However, as timelines got pushed back, Google stated Monday in a blog post that the company received enough feedback to come to the conclusion to cancel the plan to stop the killing of these third party cookies in its browser on Chrome. Google explained that there would be a massive effect if the cookies were killed off and that advertisers, publishers, and basically anyone in the online advertising space.

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“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,” wrote Anthony Chavez, VP of Privacy Sandbox. Privacy Sandbox was launched by Google with the purpose of finding a solution that protects user privacy and lets content remain open and accessible to anyone on the web. Advertisers play a huge role in the revenue discussion and have openly stated that removing cookies would tremendously affect their ability to collect information to target users with their personalized advertisements.

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As privacy concerns remain a significant issue in today's rapidly evolving tech landscape, it will be interesting to see how major corporations adapt to better safeguard their users and their data.