Google is planning to keep third-party cookies in its Chrome browser, it said on Monday (July 22), after years of pledging to phase out the tiny packets of code meant to track users on the internet.

The major reversal follows concerns from advertisers — the company's biggest source of income — saying the loss of cookies in the world's most popular browser will limit their ability to collect information for personalising ads, making them dependant on Google's user databases.

The UK's Competition and Markets Authority had also scrutinised Google's plan over concerns it would impede competition in digital advertising.

"Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they'd be able to adjust that choice at any time," Anthony Chavez, vice president of the Google-backed Privacy Sandbox initiative, said in a blog post.

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