In a surprise move Google has abandoned a plan to block third-party cookies from its Chrome internet browser.
The idea was first announced four years ago, but after a series of delays it has now been cancelled entirely.
Cookies are small files stored on your computer which allow advertisers to track internet activity and target advertising.
Google says it will instead pursue a new approach which will give users an “informed choice that applies across their web browsing” and is discussing next steps with regulators.
This suggests the firm is not abandoning its alternative approach to advertising, but will allow a third-party cookie based system to operate in parallel.
It ultimately means people will still see a pop-up asking them to turn cookies on or off in the future.
But the UK’s data privacy watchdog has said it is “disappointed” by the decision.
“It has been our view that blocking third-party cookies would be a positive step for consumers,” Stephen Bonner of the Information Commissioner’s Office wrote.
“The new plan set out by Google is a significant change and we will reflect on this new course of action when more detail is available.”
Third-party cookies, small files stored your computer by businesses other than the website you are visiting, have historically been an essential part of the way digital advertising works.
They allow advertisers to track user behaviour across websites – allowing them to profile consumers according to their interests.
Google is a major player in online advertising so its plan to replace cookies – dubbed “Privacy Sandbox” – proved controversial, with rivals and online advertising businesses arguing against the proposals.
The UK competition watchdog the Competition and Markets Authority (CMA) intervened in 2021, fearing the search giant’s plans could cause even more advertisers to use Google’s own systems.
It obtained commitments from Google in 2022 designed to allay those fears. Now it is seeking reaction to the tech giant’s change of plan.
“We will need to carefully consider Google’s new approach to Privacy Sandbox, working closely with the ICO in this regard, and welcome views on Google’s revised approach – including possible implications for consumers and market outcomes,” it said.