Google’s Decision to Retain Cookies Google initially announced its plan to phase out third-party cookies in 2021, with implementation scheduled for 2023, later pushed to 2024. Amid ongoing discussions about the potential impact on advertisers and consumers, Google decided to reverse its long-planned move to eliminate third-party cookies in July 2024. Cookies are text files stored on a user's device by websites. Third-parties often use cookies to track users' site visits and activities both on their site and across the web, for the purpose of delivering targeted ads and other personalized content. According to W3Techs, a web technology research firm, approximately 40.9% of websites globally utilize cookies to collect user data. Instead of eliminating cookies, Google now plans to retain them and introduce a new experience in Chrome that allows users to make informed choices regarding their cookie preferences across their web browsing. As a result, the way users interact with the web is unlikely to change significantly in the near future. Users will continue to encounter checkboxes asking whether they want to accept all cookies or only essential ones. Advertisers will continue to have access to valuable data from tracking users' activities across the web, ensuring sustained growth in the AdTech industry and driving increased investment activity.
Source: CNBC
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