After years of anticipation, Google announced it will not phase out third-party cookies after all.
Cookies track consumers across the web and help marketers serve relevant advertisements to target consumers. In 2020, the giant had announced that due to privacy concerns, it would phase out cookies on its Chrome browser. However, after pushback from advertisers and regulators, Google delayed its deadline to phase out cookies multiple times.
Now, Google announced a new path. Google will introduce a new option within its Chrome web browser that lets consumers, “make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time,” according to Google’s blog announcing this change.
Read more on Multichannel Marketer’s sister site AdExchanger.
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