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Comment: Google’s reversal on killing cookies may prompt EU ad sector proposals

By Matthew Newman ( August 12, 2024, 13:03 GMT | Comment) -- Google’s new plans to give users more choice in how they receive online ads are likely to face close scrutiny from European Commission officials, as they weigh possible legislative proposals on web cookies and digital advertising in the coming months. With the expected withdrawal of the e-Privacy Regulation, and Google's announcement that it will retain third-party cookies and give users expanded choices within Chrome, the future of tracking cookies shifts from the tech company to the EU executive.Google’s new plans to give users more choice in how they receive online ads are likely to face close scrutiny from European Commission officials, as they weigh possible legislative proposals on web cookies and digital advertising in the coming months....

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