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Google has officially given up on its plan to eliminate third-party cookies in Chrome. The decision comes after facing criticism from advertisers, who were concerned about giving Google too much power. As the world's largest ad platform, Google prefers to maintain third-party cookies to avoid antitrust issues, despite privacy concerns. Instead of deprecating third-party cookies, Google will introduce a user-choice prompt in Chrome, allowing users to decide whether to enable them or not. This marks a shift from Google's previous Privacy Sandbox plan. The UK regulator, CMA, is reviewing the impact of Google's new approach. In addition, Google plans to add anti-IP tracking in Incognito Mode. The decision to abandon the plan has significant implications for publishers, advertisers, and ad-tech companies. Google argues that personalized advertising is something people enjoy and use. The API access will remain open, and initial tests of the Privacy Sandbox APIs have shown potential for improvement with industry acceptance.