Get the latest tech news

Google backpedals on plan to eliminate third-party cookies in Chrome

Instead, the search giant will introduce a new option in Chrome to let users decide how to manage their online privacy and ad tracking.

As one alternative solution, Google touted its Privacy Sandbox, a set of tools in Chrome designed to help you manage third-party cookies that track you and deliver targeted ads. To help guide its efforts, Google has received feedback from regulators such as the UK's Competition and Markets Authority (CMA) and Information Commissioner's Office (ICO), publishers, web developers and standards groups, civil society, and advertisers. "While not totally unexpected, this move ends several years of uncertainty and begs several important questions," according to Rio Longacre, global lead for advertising & marketing transformation for consulting firm Slalom.

Get the Android app