Google Delays New Cookie Privacy Prompt Amid Legal Scrutiny

Google delayed implementing third-party cookie prompts to preserve its tracking system in the face of legal investigations combined with privacy issues regarding online marketing activities.

Google made the decision to enable third-party cookies within Chrome browser because it abandoned its plans for the standalone prompt. The decision from Google arrives during mounting legal challenges and trade sector criticism about their privacy practices online.

This previous year Google planned to let users decide about third-party cookies through a new web browsing experience. The company submitted official information proclaiming the abandonment of this update on Tuesday thereby maintaining the tracking system that raised multiple concerns.

Google made this decision after a U.S. court found that the company owns unlawful monopolies throughout the online advertising field. The present court decision represents a potential threat to break up Google's advertising business. Google terminated its cookie elimination plan because advertising businesses expressed worries that cookie removal would block their data collection systems for customized ad campaigns.

Vice president Anthony Chavez of the Google-supported Privacy Sandbox initiative informed the public that Google has received various perspectives from different entities in the system while also emphasizing how users maintain control over cookies via Chrome's Privacy and Security Settings.

Google began developing the Privacy Sandbox initiative in 2019 as a way to develop online privacy protections that preserve digital advertiser requirements.