Google has finally announced that it will not be discontinuing support for third-party cookies in Chrome after all, following years of speculation as to how the digital transition would logistically work. (Cookies are used for things like site logins and authentications, not just for marketing.) It had recently faced anti-trust concerns over the fact that Google could be preferential to its own ad network and provide better cookie-less statistics and tracking for its own products over neutral third parties, which likely influenced the decision. This means that unless some other major software provider attempts to phase them out, there will continue to be cookie tracking on the web in the near future. Those who have already transitioned to cookie-less, API-driven integrations can continue with those solutions, but it should stabilize some concerns over data loss due to privacy measures.
Read more details at Digiday.
