Google will push through with its policy to phase out third-party cookies despite corporate backlash, according to a Bloomberg report.

  • Google has assured the company it will not build alternate identifiers to track browsing activity of users and will neither use them in products.
  • The statement was made by Google director of product management, ads privacy and user trust David Temkin in a blog post on Wednesday.
  • The Alphabet Inc. unit last year decided to end third-party cookies that help advertisers pinpoint customers with ads for websites they previously visited.
  • The tech giant in 2020 also announced its privacy sandbox initiative, which aims to tackle concerns on privacy and how personal identity is used. This was rejected by publishers and advertisers that complained it would be harder to generate ad revenue.
  • The European Commission and the United Kingdom Competition and Markets Authority are looking into the matter.