New Delhi, July 23: Google has reportedly decided not to remove third-party cookies from its Google Chrome browser. Instead of completely eliminating third-party cookies, as previously planned by Google, it would now introduce a user-choice system that allows users to control their tracking preferences. Reports suggest that the decision comes after a four-years of attempt to enhance user privacy by gradually eliminating the intrusive tracking technology.

As per a report of Livemint, Google announced that it will no longer remove third-party cookies from its Chrome browser as part of policy change and instead plans to have a user-choice system for tracking preferences. The new update is expected to allow Chrome users more control over their personal browing data. Google Play Store Update: Google’s New Policy Update Could Impact Apps With Millions of Downloads To Make It Safer for Android Users; Check Details.

In 2020, when Google announced that it would remove third-party cookies from Chrome, which raised concern among the advertising industry. These cookies are very important because they track the users’ activities on different sites, which makes it possible for advertisers to display ads. The announcement made before caused widespread discussions about what the future holds for digital advertising and new ways for targeting ad campaigns through third-party cookies.

As per multiple reports, the project faced delays and in 2021, UK regulators started investigating whether Google's plans were unfair to competitors. Although Google was able to address the concerns of the UK competition authority, their initial solution was abandoned due to worries that it wouldn't provide sufficient privacy protection. Google’s USD 23 Billion Deal With Wiz Falls Apart As Cybersecurity Firm Plans IPO.

Third-party cookies are used to keep track of what individuals do on different websites. They are mostly applied in targeted advertising and analytics. However, users of the browser can manage and eliminate these types of cookies by using browser settings. It gives them some form of control over their privacy and information gathered about them as they browse through the web. By controlling such cookies, they get control over their online experiences as well as information shared with advertisers and analytics platforms.

(The above story first appeared on LatestLY on Jul 23, 2024 02:49 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).