In a surprising move, Google has announced that it will continue using tracking cookies on its Chrome browser, reversing its earlier decision to block them.
This decision marks a shift from Google’s previous commitment to enhance user privacy through its Privacy Sandbox project.
Tracking cookies, small pieces of data stored by websites on a user’s browser, allow third-party companies to monitor user activities across different sites and sell advertising based on this data.
These cookies have been criticized for invading privacy, leading to regulations in the EU and elsewhere that require user consent.
The Privacy Sandbox project, initiated in January 2020, aimed to stop individual tracking but faced multiple delays.
Online publishers strongly opposed the project, fearing it would increase Google’s dominance by restricting access to consumer data.
In light of these concerns, Google will now introduce a new Chrome feature allowing users to make informed choices about tracking cookies across their web browsing.
This proposal is pending approval from regulators, especially in Britain and the EU.
Despite this change, Google will continue to make the Privacy Sandbox available to third-party websites.
