Google no longer intends to remove support for third-party cookies, which are used by the advertising industry to follow users and target them with ads based on their online activity.
Google’s Plan to Drop Third-Party Cookies in Chrome Crumbles
In a significant shift, Google has decided to abandon its plan to phase out third-party cookies in its Chrome browser. This decision marks a notable change in the tech giant’s approach to user privacy and web tracking, reflecting the complexities and challenges of balancing privacy concerns with the needs of advertisers and regulators.
In a recent post, Anthony Chavez, VP of Google's Privacy Sandbox, revealed that the search and advertising giant has realized that its five-year effort to build a privacy-preserving ad-tech stack requires a lot of work and has implications for online advertisers, some of whom have been vocally opposed.
“In light of this, we are proposing an updated approach that elevates user choice. 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,” Anthony said.
For the time being, the Privacy Sandbox, a suite of APIs for online ad delivery and analytics that are intended to preserve privacy, will coexist with third-party cookies in Chrome.
The Initial Plan
Google’s initial plan, announced in early 2020, aimed to eliminate third-party cookies from Chrome by 2022. Third-party cookies, which are used by advertisers to track users across different websites, have been a cornerstone of online advertising. However, they have also raised significant privacy concerns, as they enable extensive tracking of user behavior without explicit consent.
Instead of dropping third-party cookie support in the Chrome browser next year - subject to testing that began in January - Google intends to give Chrome users the option of playing in its Privacy Sandbox or in the adjacent land of data surveillance, where third-party cookies support all manner of information collection.
It remains to be seen whether Chrome's interface for selecting between Privacy Sandbox and standard third-party cookies will be less confusing than the much-criticized "Enhanced ad privacy in Chrome" popup that announced the arrival of Privacy Sandbox APIs in Chrome last year.
Delays and Challenges
Despite the ambitious timeline, Google’s plan faced numerous delays. The company extended the deadline multiple times, citing the need for more time to develop and test alternative technologies. The complexity of replacing third-party cookies with new solutions that could satisfy both privacy advocates and the advertising industry proved to be a significant hurdle.
One of the key challenges was ensuring that the new technologies would not undermine the effectiveness of online advertising. Advertisers rely heavily on third-party cookies to target ads and measure their performance. Any replacement technology needed to provide similar capabilities without compromising user privacy.
Feedback from Stakeholders
Throughout the process, Google received extensive feedback from various stakeholders, including advertisers, publishers, and regulators. Advertisers expressed concerns about the potential impact on their ability to deliver targeted ads, while regulators emphasized the need for robust privacy protections.
In response to this feedback, Google made several adjustments to its plans. The company introduced new proposals, such as Federated Learning of Cohorts (FLoC), which aimed to group users into cohorts based on similar interests rather than tracking individual users. However, these proposals also faced criticism and skepticism from privacy advocates and industry experts.
The Decision to Abandon the Plan
Ultimately, Google decided to abandon its plan to phase out third-party cookies. Instead, the company will introduce a new experience that allows users to make an informed choice about their web browsing privacy. This approach aims to provide users with greater control over their data while still enabling advertisers to deliver relevant ads.
