Google Kills the Cookie Killer Plan

Google has made a surprising U-turn on its plans to block third-party cookies in its Chrome browser.
Remember the time when you could just visit a website without having to first jump through cookie barrels?
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Well, after years of development and facing mounting pressure from publishers and regulators, Google has abandoned its "Privacy Sandbox" project. This project aimed to replace traditional cookies with a more privacy-focused system for targeted advertising.​

Instead of blocking cookies entirely, Google now proposes giving users more control over their data. This means users will have the option to choose whether or not to be tracked across the web.

This decision marks a significant shift in Google's approach to online privacy and advertising. While it may appease publishers who rely heavily on cookie-based advertising, it also raises questions about the effectiveness of user choice in a complex digital ecosystem.
It’s all about the money… la di da da.

The new proposal is still subject to regulatory approval, and it remains to be seen how it will impact the advertising industry and user privacy.
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I’ll tell you the impact… more buttons to accept, reject and customise cookie retention as well as adding more confusion to the already confusing cookie business. Sheesh!

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