Google delayed its plan to get rid of a technology that tracks web-browsing habits amid regulatory inspection and worries from privacy advocates and the advertising industry over the search behemothâs approach to replacing the tool.On Thursday, the Alphabet Inc. unit stated that its Chrome internet browser will stop supporting a user-tracking technology called third-party cookies by late 2023, almost two years later than its initial time frame of early 2022.Google stated that the delay would give it more time to get publishers, advertisers, and regulators comfortable with the latest technologies it is developing to enable targeted ads after cookies are phased out.âWhile thereâs considerable progress with this initiative, itâs become clear that more time is needed across the ecosystem to get this right,â Google stated.Googleâs decision reflects the challenges tech giants face as they attempt to address demands for enhanced user-privacy protections without rattling the $455 billion online ad ecosystem or inviting complaints that they are giving themselves special advantages. Apple Inc. has rolled out several main privacy updates for its devices this year, including requiring all apps to get usersâ permission to track them. Google and Apple have each faced complaints from the ad industry that their changes will strengthen their ad businesses.
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