After years of planning to phase out user-tracking cookies, Google has announced that it will keep third-party cookies deployed in its Chrome browser. The decision comes with a new approach to user privacy and data tracking.
“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,” stated Anthony Chavez, vice president of Google’s Privacy Sandbox initiative, in a recent blog post.
Chavez emphasized that Google is in discussions with regulators and will continue to engage with the industry as the new strategy is implemented. Cookies, which are small pieces of code that collect user information, have been a cornerstone of the digital advertising ecosystem, enabling websites to track users and target ads effectively.
Google’s initial plan and industry concerns
Google first announced its intention to phase out third-party cookies in 2020. This plan raised concerns among advertisers, who feared it would impede their ability to gather user data for personalized ads and increase their reliance on Google’s user databases. The UK’s Competition and Markets Authority (CMA) also expressed concerns that the phase-out could stifle competition.
In response, Chavez noted that Google is collaborating with the CMA, website publishers, and data privacy groups to develop a new approach to address these concerns.
Privacy sandbox initiative
To balance online advertising needs with enhanced data privacy, Google’s parent company, Alphabet, launched the “Privacy Sandbox” initiative. This initiative aims to create solutions that protect user privacy while maintaining the functionality of digital advertising.
Regulatory and industry reactions
Under the European Union’s General Data Protection Regulation (GDPR), website publishers must obtain explicit consent from users to store their cookies, a move that has elicited mixed reactions. Some argue that cookies can be harmful to consumers.
“Google’s decision to continue allowing third-party cookies, despite other major browsers blocking them for years, is a direct consequence of their advertising-driven business model,” said Lena Cohen, staff technologist at the Electronic Frontier Foundation, in an interview with Reuters.
Competitors’ approaches
Unlike Google, some of its competitors, such as Apple and Mozilla, block third-party cookies by default in their respective browsers, Safari and Firefox. Users can activate cookies if desired, but the default setting prioritizes privacy.
Moving forward
As Google navigates this new path, it aims to provide users with more control over their data while addressing the concerns of advertisers and regulators. The company’s decision to retain third-party cookies in Chrome marks a significant shift in its approach to online privacy and data tracking.
