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By Khushi Keswani
On Monday, Google revealed it will keep third-party cookies in its Chrome browser, a surprising shift from its previous commitment to phase out these tracking mechanisms.
This decision follows concerns from advertisers, Google's major revenue drivers, who worry that removing cookies from the world's most widely used browser would impede their ability to collect data for tailored advertising.
Consequently, they would become more dependent on Google's own user databases.
In a significant development, Google has outlined a revised approach to its Privacy Sandbox initiative. The tech giant is now prioritising user choice over the previously planned deprecation of third- party cookies.
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