Google has made changes to its strategy regarding third-party cookies in Chrome, opting to keep them enabled for users who do not disable them but introducing a new prompt for setting preferences.
Description
Google has decided to keep third-party cookies enabled for users who do not disable them, but will introduce a new one-time prompt for setting preferences across Google browsing experiences [7]. This change in strategy comes after receiving feedback from various stakeholders, including regulators and industry participants [7]. Google will continue to refine its Privacy Sandbox technologies in the future [7], while also working on additional privacy controls such as IP Protection in Chrome’s Incognito mode [4]. The company initially announced plans to phase out support for third-party cookies in Chrome and replace them with its Privacy Sandbox technology to enhance user privacy and improve targeted advertising. However, Google has now shifted its approach, opting not to disable third-party cookies in Chrome as originally planned [1]. Instead, users will be prompted to choose their tracking preferences when updating or using Chrome for the first time [1]. This new user-choice prompt aims to empower individuals to make informed decisions about how they are tracked online and adjust these choices as needed. Google will also continue developing Privacy Sandbox APIs while considering the impact on publishers [1], advertisers [1] [2], and the online advertising industry [1]. The company intends to engage with regulators and the industry as these changes are implemented. This change in strategy comes after facing challenges in eliminating third-party cookies [3], unlike Apple Safari and Mozilla Firefox [3]. The Privacy Sandbox initiative has encountered resistance from privacy advocates [3], trade regulators [1] [3] [5], and the advertising industry regarding alternative solutions to tracking cookies [1]. Ongoing discussions with regulators are part of Google’s efforts to navigate the complex landscape of online privacy and advertising. Apple has raised concerns about the Topics API within Privacy Sandbox potentially revealing user interests and activities across websites [3]. Additionally, regulatory concerns have been raised over fears of Google gaining an unfair advantage in the digital advertising market. The UK Competition and Markets Authority is currently evaluating the impact of Google’s updated approach to Privacy Sandbox [3]. Google has announced that it will no longer end support for third-party cookies in Chrome after initially planning to phase them out in 2020 [6]. The original plan was to replace these tracking methods with a more privacy-conscious alternative by 2022 [6], but multiple delays have pushed the timeline back to 2025 [6]. Google did begin testing a new Tracking Protection feature in January to limit sites from using third-party cookies to track Chrome users [6].
Conclusion
Google’s decision to keep third-party cookies enabled for users who do not disable them, while introducing a new prompt for setting preferences [7], reflects the company’s ongoing efforts to balance user privacy with targeted advertising. The shift in strategy, feedback from stakeholders, and ongoing development of Privacy Sandbox technologies demonstrate Google’s commitment to addressing concerns and challenges in the online advertising industry. As discussions with regulators continue and the impact of these changes is evaluated, Google remains focused on enhancing user privacy and navigating the evolving landscape of online advertising.
References
[1] https://arstechnica.com/gadgets/2024/07/google-will-not-disable-tracking-cookies-in-chrome-after-years-of-trying/
[2] https://fortune.com/2024/07/23/google-drops-privacy-sandbox-plan-phase-out-third-party-cookies/
[3] https://thehackernews.com/2024/07/google-abandons-plan-to-phase-out-third.html
[4] https://techcrunch.com/2024/07/23/googles-latest-privacy-sandbox-gambit-could-pit-user-choice-against-tracking/
[5] https://gizmodo.com/google-wont-kill-third-party-cookies-after-all-2000477595
[6] https://www.tomsguide.com/computing/browsers/google-just-abandoned-its-plan-to-phase-out-third-party-cookies-what-it-means-for-you
[7] https://www.thedrum.com/news/2024/07/22/shock-decision-google-abandons-third-party-cookie-deprecation-plans
