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Google cancels plans to scrap cookies

After Google said it would eliminate cookies, sending the advertising industry and policymakers scrambling, they’ve now done a U-turn on the idea.

Google reversed its plan to eliminate third-party cookies The new system will let users make informed choices about their web browsing privacy settings. The VP notes how the team has received feedback from various stakeholders including UK regulators, publishers, web developers, standards groups, civil society, and people in the advertising industry. “This feedback has helped us craft solutions that aim to support a competitive and thriving marketplace that works for publishers and advertisers, and encourage the adoption of privacy-enhancing technologies.”

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