Google’s Big U-Turn on Cookies 
changes its stance on third-party tracking, giving users more control over their privacy as the company’s cookie policy falls apart.
Google has revealed that it will not proceed with phasing out third-party cookies in Chrome. Instead, the company is adopting a new strategy that prioritizes user choice and control over web browsing privacy.
Major Policy Shift
For years, Google has been working towards eliminating third-party cookies, facing numerous delays due to various challenges.
Instead of removing these cookies, Google will now introduce a new experience in Chrome, allowing users to make informed decisions about their privacy settings.
Anthony Chavez, VP of Privacy Sandbox at Google, announced:
“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, and they’d be able to adjust that choice at any time.”
Prioritizing User Control
With this new proposal, Chrome users will have the ability to set their privacy preferences, which will be applied across all their web browsing activities.
This shift follows extensive feedback from a wide range of stakeholders, including regulators such as the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO), as well as input from publishers, web developers, standards groups, civil society, and participants in the advertising industry.
Ongoing Dedication to Privacy Sandbox
Despite this significant policy shift, Google is still dedicated to its Privacy Sandbox initiative. The company will continue to develop and provide Privacy Sandbox APIs to enhance privacy protection and utility for users who opt in.
Moreover, Google plans to add IP Protection to Chrome’s Incognito mode, further bolstering user privacy options.
Impact on the Digital Advertising Industry
This policy reversal is expected to significantly impact the digital advertising landscape. Advertisers and publishers who were gearing up for a cookie less future may need to rethink their strategies.
Google has committed to ongoing consultations with the CMA, ICO, and other global regulators as it refines its new approach. The company also plans to collaborate with industry stakeholders during the implementation of these changes.
Key Takeaways
As Google changes its strategy regarding third-party cookies, here are the main points to note:
- Google will no longer phase out third-party cookies as initially planned.
- Chrome users will gain enhanced control over their privacy settings.
- The Privacy Sandbox initiative will persist, providing alternative technologies.
- This shift will have varied effects on advertisers, publishers, and users.
- The overall impact on the digital advertising landscape is yet to be determined.