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Google U-turn over long-running plan to ditch cookies

The idea was first announced four years ago, but after a series of delays it has now been cancelled.

Google says it will instead pursue a new approach which will give users an “informed choice that applies across their web browsing” and is discussing next steps with regulators. “It has been our view that blocking third-party cookies would be a positive step for consumers," Stephen Bonner of the Information Commissioner’s Office wrote. Third-party cookies, small files stored your computer by businesses other than the website you are visiting, have historically been an essential part of the way digital advertising works.

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