Google Reverses Decision on Third-Party Cookies in Chrome
Google has announced a significant change in its approach to handling third-party cookies in its Chrome browser. Contrary to its previous plan to eliminate third-party cookies by early 2025, Google will now introduce a new browser experience designed to provide users with more informed choices about their web browsing preferences.
In a blog post, Google highlighted that eliminating Third-Party Cookies in Chrome would have negative repercussions for online publishers and advertisers. Anthony Chavez, Vice President of Google’s Privacy Sandbox initiative, explained the updated approach: “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. We’re discussing this new path with regulators, and will engage with the industry as we roll this out.”
The new direction aims to enhance user control over browsing data with additional privacy features, including IP Protection in Chrome’s Incognito mode and continuous improvements to Privacy Sandbox APIs. This decision marks a pivotal shift from Google’s earlier plans and provides relief to advertisers and publishers who depend on cookies for ad targeting and performance measurement.
Google’s journey to phase out third-party cookies has faced numerous delays and regulatory challenges. Initially, the company intended to end the use of these cookies by the end of 2022, but the timeline was extended to late 2024 and then early 2025 due to feedback and hurdles from various stakeholders, including regulatory bodies like the UK’s Competition and Markets Authority (CMA).
In January 2024, Google introduced a feature called Tracking Protection, which limited third-party cookies for 1% of Chrome users globally. This step was seen as a precursor to the complete elimination of cookies. However, the effectiveness and readiness of Google’s Privacy Sandbox, a set of APIs designed to replace third-party cookies, received criticism, leading to further delays.
Regulatory bodies, including the CMA, have expressed concerns about the Privacy Sandbox’s potential to limit competition and provide Google with an unfair advantage in the digital advertising market. These concerns have led to extended reviews and additional scrutiny, complicating Google’s efforts to phase out third-party cookies. Following Google’s latest announcement, the CMA stated that it is “considering the impact” of Google’s revised approach.
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