Google ditches plan to kill third-party cookies after pushback — Business Insider

Dan Whateley writing for Business Insider (Apple News)

Google repeatedly pushed back the date for when third-party cookies would vanish from Chrome. Partners who tested the feature, such as ad-tech firms Index Exchange and Criteo, as well as industry group the IAB Tech Lab, expressed concerns that Privacy Sandbox was not yet ready for prime time, arguing it posed a risk to publishers and programmatic players. In a recent report, Criteo forecasted that publishers’ Chrome ad revenue would drop by around 60% on average if third-party cookies were turned off. (Disclosure: This reporter previously worked at the ad-tech firm The Trade Desk.)

Google making sure to look out for its customers, which is to say, the ad industry.