After years of back and forth, the browser has decided not to scrap third-party cookies.
In an announcement on its blog, the internet company said it would not be 'deprecating third-party cookies ' anymore. The idea is they help a website gather information about you to make the website more useful for you — and that often includes displaying ads that are targeted to you.Third-party cookies are mostly used for tracking a user's activity across websites and using that information for personalised advertising from third parties.When you go online, Google probably knows.
The European General Data Protection Regulation requires all multinational companies to provide an opt-in where non-compliance can result in fines.The initial plan was unveiled in 2020 and was set to phase third-party cookies out by the end of 2022."As our industry has strived to deliver relevant ads to consumers across the web, it has created a proliferation of individual user data across thousands of companies, typically gathered through third-party cookies," he said.
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