Google will not be taking its hand out of the cookie jar, despite making plans and claims to the contrary for the past four years. The implications of this U-turn are massive – and the manner in which users are enabled to switch off tracking settings could have a significant impact on the actual use of third-party cookies. For example, Apple iOS devices enable tracking for advertisers but users are fielded with a pop-up prompt asking to opt-in, as part of its App Tracking Transparency (ATT) privacy framework. Google introducing such a prompt, or hiding the toggle feature in the settings somewhere should bring radically different outcomes. A Financial Times analysis at the time of Apple’s ATT opt-in reported that…