On April 22, 2025, Google announced it was abandoning the last elements of its cookie phase-out plan. This decision reverses a long-standing initiative to transition away from third-party cookies in its Chrome browser.
The cookie phase-out had been a major industry-wide effort aimed at enhancing user privacy while developing new advertising technologies. Google's reversal indicates challenges in finding suitable alternatives that satisfy all stakeholders.
This strategic shift could have implications for Google's advertising business, its relationships with advertisers and publishers, and the broader digital advertising ecosystem. It signals a return to reliance on existing tracking mechanisms for the foreseeable future.
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