Google gives up trying to eliminate cookies

In a decision that shocked the ad world, Google said Monday it no longer planned to phase out third-party tracking cookies from its Chrome web browser. It will instead introduce a new prompt for users to choose how they want to be tracked across Google’s search products.

Why it matters: Google’s threat to eliminate cookies sent the ad industry scrambling to find alternatives, prompting anti-competitive concerns from regulators.

  • U.K. policymakers asked the tech giant in February to pause its planned phase-out of cookies over antitrust concerns.
  • Shares in rival ad tech firms ticked up following Google’s announcement.

Read more: www.axios.com

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  1. Google Chrome, Which Holds 60% of Global Internet Traffic, Is Set to End the Use of Third-Party Cookies Later This Year
  2. Google Delays Phasing Out of Ad Cookies in Chrome Browser
  3. Chrome to Phase Out Third-Party Cookies to Protect Privacy but May Impact Open Web