In a significant shift, Google has announced it will not eliminate third-party cookies, which have been a point of contention for user privacy advocates. This decision marks a reversal from the company’s initial promise made four years ago to phase out cookies that facilitate user tracking on Google Chrome.
Google clarified that instead of completely eliminating third-party cookies, it will introduce a new feature in Chrome, allowing users to make informed choices that impact their entire web browsing experience.
Google Reassesses Cookie Policy
Initially revealed in 2020, Google’s plan aimed to phase out third-party cookies—small data files that track user activity and preferences for targeted advertising. The move was seen as a potential win for privacy advocates, leading to a lengthy consultation period with the advertising industry and regulatory bodies in the UK and EU due to concerns about fair competition.
Earlier this year, Google began testing the Privacy Sandbox with a limited number of Chrome users. This initiative was intended to replace third-party cookies with an Ad Topics API, allowing advertisers to target consumers without tracking individual users. However, the company has now decided to maintain third-party cookies while exploring new privacy options.
In a recent announcement titled “A new path for Privacy Sandbox on the web,” Google revealed that feedback from developers, publishers, regulators, and the advertising sector influenced this change in direction. While the specifics of the new choices in Chrome remain to be seen, it seems the tech giant will maintain cookies as the default option, potentially introducing a Privacy Sandbox-driven privacy mode as an alternative.
This pivot suggests that while Google seeks to enhance user privacy, the company is also aiming to accommodate advertisers, marking a complex balance between user protection and business interests.
Topics
Cybersecurity
Google
