Alphabet Inc.’s Google said it plans to give people who use its Chrome web browser the option to choose a more privacy-sensitive experience, rather than phasing out cookies, the software that lets marketers track users.
Bloomberg reports the company said it had made the decision after considering the impact that eliminating cookies would have on publishers, advertisers and others involved in the sprawling digital ad business.
“We are proposing an updated approach that elevates user choice,” Anthony Chavez, a vice president at Google, wrote Monday in the blog post. “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.”
The move marks a major shift for Google, which for years has worked to implement Privacy Sandbox, its plan to replace cookies with other tools for advertisers. The company said it will continue to offer those tools to developers.
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