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After Google delayed the removal of third-party cookies from its Chrome browser, the company announced on Monday that it would not remove the data files after all.
In a blog post Monday written by Anthony Chavez, vice president of the Google Privacy Sandbox initiative, Google said the company will not remove cookies to “support a competitive and thriving marketplace that works for publishers and advertisers.” Cookies are a primary source of user information for advertisers looking to serve targeted ads.
Related topics: Google confirms leak of internal documents: search algorithm
Instead, the company is offering users a new privacy option that is still under development and approval.
“With that in mind, we're proposing an updated approach that gives users more choice,” Chavez explained. “Instead of rejecting third-party cookies, we would introduce a new experience in Chrome that allows users to make an informed choice that applies to all their browsing behavior, and they could adjust that choice at any time.”
In 2020, Google announced that it would phase out cookies by 2022 and has been working on it ever since.
In December 2023, Chavez announced that the Privacy Sandbox initiative was working to “phase out” cookies from Chrome and instead implement tracking protection (a feature that automatically restricts cookies) for a small number of Chrome users, with the original plan to remove all third-party cookies from Chrome being postponed several times and most recently announced for late 2025.
“Third-party cookies have been a fundamental part of the internet for nearly three decades,” Google said in a blog post. “While they can be used to track your website activity, websites also use them to power a number of online experiences – like helping you log in or showing you relevant ads.”
Cookies are essentially packets of text containing data based on user behavior that advertisers and publishers use to create content and ads that best match users' interests. However, if this data falls into the wrong hands, it can also be used for surveillance purposes and is a breach of personal data protection.
Related: Mark Cuban issues warning after his Google account was hacked
Google's parent company Alphabet is expected to report its second-quarter 2024 results after the market closes on Tuesday.
By Tuesday afternoon, Alphabet's share price had risen by over 50% within a year.
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