Google drops plan to remove ad-tracking cookies on Chrome

Google has reversed its decision to remove ad-tracking cookies from its Chrome web browser after four years of effort. The plan to retire third-party cookies, which track user information for advertising purposes, was part of a broader initiative to enhance user privacy on Chrome. The sudden U-turn comes in response to concerns from the online advertising industry about potential limitations on ad targeting. Instead of eliminating cookies, Google will now offer users the choice to block or allow third-party cookies on the browser. This decision aims to provide users with more control over their online privacy settings. The company's new approach will involve engaging with regulators and industry stakeholders as they implement these changes. Advertisers commonly use cookies to tailor ads to internet users, but critics argue that they can also be used for extensive user tracking. Google's Chrome browser holds a significant market share globally, influencing other browsers like Microsoft's Edge that are built on the same Chromium technology.