FILE - In this Oct. 20, 2015 file photo is signage outside Google headquarters in Mountain View, Calif. The owner of the Daily Mail website is suing Google, saying the tech company’s dominance in online advertising has harmed its business. The suit, filed Monday, April 19, 2021, in federal court in New York, says Google publishes publishers’ search results if they don’t sell enough ad space through Google. (AP Photo/Marcio Jose Sanchez, File)
In a decision that shocked the ad world, Google said Monday it no longer planned to phase out third-party tracking cookies from its Chrome web browser. It will instead introduce a new prompt for users to choose how they want to be tracked across Google's search products.
Why it matters: Google's threat to eliminate cookies sent the ad industry scrambling to find alternatives, prompting anti-competitive concerns from regulators.
U.K. policymakers asked the tech giant in February to pause its planned phase-out of cookies over antitrust concerns.
Shares in rival ad tech firms ticked up following Google's announcement.
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