In a statement on Monday, Alphabet’s Google announced that it was withdrawing from its widely-discussed proposal regarding blocking ‘cookies’ on the Chrome browser.

This decision came after refusal on the part of online publishers increasing on the one hand with pressure from the internet users on the other hand. 

"Cookies" are small programs that enable third-party organizations to track the movement of people who use the Chrome browser. They are also employed by third-party publishers and websites for promotional purposes. 

Cookies have long been considered as being invasive of the privacy of the users and therefore applications have suffered discrimination in the EU and other regions where the use is only acceptable if done with the consent of the users. 

The main conflict started with Google’s official announcement of the “Privacy Sandbox” in January 2020; while claiming that it would provide the advertising industry with a solution that is ‘better for the open Internet, and for everyone, including publishers and users,’ it would not include tracking individual users.

However, this process of preparing trainers/consultants was found to have a lot of challenges during implementation. This was said to extend the powers of Google since the latter has more knowledge about how consumers employ the web than other online publishers who depend on cookies were poised to lose. 

Just as expected, instead of fettering the third-party cookies, Google will be introducing a new feature in Chrome that will allow individuals to select by browsing that they never used before, according to Anthony Chavez, Google’s VP, and head of privacy via the company’s blog. 

This proposal has not been approved by the regulations, especially in Britain and the EU which have launched probes into the practice. However, Google was quick to assert that it won’t abandon the options it has referred to as the ‘Privacy Sandbox’ even as it insisted that the companies will continue to make the companies available to third-party’ websites. 

In response to this, Google said that if the change was to be granted, “we would create a new experience in Chrome, where the person is given an option in front of them that alters their web activity and they are free to adjust it. ”