Google Decides to Terminate Its Efforts on erasing Cookies from the Chrome Browser

Google Decides to Terminate Its Efforts on Erasing Cookies from the Chrome Browser, a Task Which It Had Worked on Since 2018 

Google has suddenly abandoned its efforts to get rid of cookies inside its Chrome browser, which it has compromised four years towards the deletion of. 

 

First of all, the company planned to remove third-party cookies, code that gathers data about the users, and Chrome as part of the project designed to improve users’ privacy. This proposal, known as Privacy Sandbox, sparked complications within the online advertising industry because each new tracking method supplies less flexibility for ad competitors. 

 
On Monday, through a blog section, Google indicated the fact that the plan had been canceled following the impact that could have been observed in such sectors as the publishing industry, the advertising business, and “anyone involved in Internet advertising.”

 
The United Kingdom’s main competition authority, which has been monitoring the Privacy Sandbox project, said instead Google will allow users to enable or disable third-party cookies on the browser. 

 
Anthony Chavez, VP of Privacy Sandbox, stated in the post, “Google will propose a new feature in Chrome that allows a user’s choice of an acceptable level of tracking across their browsing, and this choice can be changed whenever the user wants. With this new approach, Chrome will offer a new experience that entails a single choice that will apply to users’ browsing.

Additionally, regulators are currently aware of this new prospective, and Google will be interested in engaging with the Advertisers use cookies to display ads on the basis of the users, while the opponents of cookies have stated that they can be employed to monitor people’s activities on the internet. 
 
Google first proposed the cookie elimination in June 2020, yet the dates for the project completion have been delayed several times. Chrome is the most used web browser in the world, and many others, like Edge of the Microsoft company, are based on Chrome’s Chromium.