Google has reversed its decision to phase out third-party advertising cookies in its Chrome browser, which is a setback for privacy advocates who hoped the move would enhance user privacy online. Initially announced in 2019 as part of its Privacy Sandbox initiative, the plan was to replace cookies with a method that groups users into interest categories. Google's decision to revert was influenced by industry pushback regarding potential data supply issues and competitive concerns, as it might further entrench Google's dominance in digital advertising despite ongoing oversight from regulators like the UK's CMA.
Privacy advocates voiced disappointment at the decision, noting that Chrome - the world's most widely-used browser - had passed up an opportunity to chart a new course for online advertising.
Google's reversal of its plans - after nearly four years developing the Privacy Sandbox - was attributed to "divergent perspectives" from industry and regulators, according to Anthony Chavez, vice president of of Privacy Sandbox.
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