Google announced that it will continue to support third-party cookies in its Chrome browser after all. The decision has far-reaching implications for the retail sector, which relies heavily on cookies for targeted marketing and data collection.
Letting consumers choose
Anthony Chavez, vice-president of Privacy Sandbox, announced in a recent blog post that users will be able to make an informed choice about third-party tracking, which they can change at any time. The plan resembles Apple’s policy of limiting third-party tracking, but details on implementation are still missing.
Extending support for these cookies does at least give retailers more time to adjust their digital marketing strategies and explore alternative methods. After all, a shift to a cookie-free future seems inevitable.
