Google Halts Plans to Phase Out Third-Party Cookies
Google has reversed its decision to phase out third-party cookies from its Chrome browser, opting instead to provide users with the option to block these cookies across their web browsing. This change, announced on 22 July 2024, is said to come after feedback from regulators and stakeholders, including the UK’s Competition and Markets Authority. Google says their new strategy aims to enhance user privacy while maintaining a vibrant ad-supported internet. However, concerns remain that this approach could still limit third-party advertising and shift ad spending towards Google’s search ads, raising potential antitrust issues.
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