Global tech giant Google said it plans to reverse an earlier decision to phase out third-party cookies in its Chrome browser and instead focus on a new strategy involving user choice.
In 2020, Google announced a new initiative, Privacy Sandbox, which would phase out third-party cookies, the data stored in web browsers that lets companies track users and help advertisers target ads.
At the time, the tech giant said the goal was to make the “web more private and secure for users while also supporting publishers.”
However, a July 22 blog post from Anthony Chavez, vice president of the Privacy Sandbox initiative, revealed that these plans have shifted after feedback from stakeholders such as regulators, web developers and advertisers.
“This feedback has helped us craft solutions that aim to support a competitive and thriving marketplace that works for publishers and advertisers, and encourage the adoption of privacy-enhancing technologies,” Mr. Chavez said.
Mr. Chavez says Google is proposing to give users a choice to limit how third-party cookies are used in their browsers instead of outright removing them. Users will have some input into how they are tracked across Google’s search products. There is already a feature to disable cookies in most browsers, and it’s unclear how this latest proposal from Google would differ.
“We are proposing an updated approach that elevates user choice,” Mr. Chavez said. “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.”
According to Mr. Chavez, Google is discussing its new plans with regulators and “will engage with the industry as we roll this out.”
Troubled from the start
In January 2020, Google promised to phase out third-party cookies within two years. The timeline has been extended multiple times in response to concerns from advertisers and regulators.
Google carried out several cookie replacement experiments, but none gained full support. FLoC, Google’s initial cookie replacement, was scrapped in 2022 after two years over concerns it was inadvertently making it easier for advertisers to gather user information.
Over the last few years, the advertising and publishing industry has raised concerns about Privacy Sandbox’s impact on advertising effectiveness, campaign performance, and revenue. In January, the UK’s antitrust enforcer, the CMA, also flagged 39 concerns about Google’s Privacy Sandbox and urged the company to pause plans to implement it.
