Google Stops Deleting Cookies in Its Chrome Browser

Google decided to abandon its plan to eliminate cookies in its Chrome browser after four years of effort, delays and controversy with the advertising industry. The decision came after a series of setbacks and objections from both digital advertising companies and regulators.

Google Chrome users now have the option to block cookies in the browser settings. Now, instead of deleting them, Google will provide users with a notice to decide whether they want to enable or disable cookies, according to the UK privacy regulator, which is monitoring Google’s cookie-blocking plan.

The measure is intended to ease the transition without significantly impacting the parties involved, according to The Wall Street Journal.

Anthony Chavez, VP of Privacy Sandbox at GoogleThe company’s cookie replacement initiative said in a blog post: “We recognize that this transition requires significant work from many stakeholders and will impact publishers, advertisers, and everyone involved in online advertising.”

Chavez also said: “In light of this, we propose a refreshed approach that expands the choice available to users.… We are discussing this new path with regulators and will work with the industry as it is implemented.”

Google’s initial plan to phase out cookies was announced in 2020, stating that they would do so within two years in order to protect users’ privacy while browsing the web. However, advertisers have countered, saying Google’s cookie replacement plan would force them to shift their spending to the search giant’s digital advertising products.

In 2021, UK regulators launched an investigation into whether the plan would negatively impact competition in digital advertising, and according to the WSJ, Google has promised to cooperate with the regulator during the investigation and give the agency at least 60 days’ notice before removing cookies, reviewing any plans and possibly making changes.

As the investigation dragged on, Google’s 2022 cookie-removal schedule began to slip. In April, The Wall Street Journal reported that the British government’s Information Commissioner’s Office would issue a report criticizing Google’s proposed replacement technologies as deeply flawed. Days later, Google has announced that it will delay the disappearance of cookies beyond the last announced deadline.the end of this year.

In conclusion, Google’s change in strategy reflects the difficulty of balancing user privacy with the needs of the digital advertising industry.

“We are committed to providing a solution that puts user choice at the center,” Chavez confirmed in his blog. Both regulators and the advertising industry will be watching this situation closely.

Google has implemented a cookie system that is used in different ways across its ecosystem of services. Cookies are small files that store settings and other data in users’ browsers.required for various Google tools to work.

According to Google developers, Cookies are used, among other things, in “remarketing” and in Google Analytics to display advertising and track its results.

According to the same site, they also power Google Ads and Campaign Manager’s conversion measurement features. For example, a cookie is added to a user’s device when they click on an ad, allowing them to track sales and other conversions.

In most cases, there is no need to change the default cookie settings in your browsers. However, Google developers clarify that Any adjustments to the settings of this element should be made based on the specific needs of the website in question..