Google is putting the brakes on a change that would have made it more difficult to track users across different websites to serve them targeted ads. After years of testing, planning, and delays, Google has scrapped a plan to turn off third-party cookie tracking by default like Safari and Firefox already do. The change was supposed to reach Chrome users soon, despite concerns raised by competitors, regulators, and privacy advocates.
Now, Chrome will ask users to “make an informed choice that applies across their web browsing” instead of deprecating third-party cookies, writes Google Privacy Sandbox VP Anthony Chavez. That could work more like Apple’s app tracking opt-in, a setting that reportedly cost social media platforms nearly $10…
