Google is dropping plans to eliminate cookies from its Chrome web browser, making a sudden U-turn on four years of work to phase out the technology that tracks users for ad purposes.
Google said it decided to abandon the plan after considering the impact of the changes on publishers, advertisers and 'everyone involved in online advertising.'
Google will '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,' Anthony Chavez, vice president of Privacy Sandbox, said.
Advertisers use cookies to target ads to web users but privacy campaigners say they can be used to track users across the internet.
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