Google has decided to halt the phasing out of third-party cookies on its Chrome browser, citing concerns from regulators, competitors, and privacy advocates. In a Privacy Sandbox post, the tech giant announced a different approach that will give users more control over how they interact with third-party cookies.
The decision to block third-party cookies would have impacted remarketing efforts, which allow companies to tailor ads based on a user’s browsing history.
Anthony Chavez, VP of Google’s Privacy Sandbox, stated that they are proposing a new solution that prioritizes user choice. Instead of phasing out third-party cookies, Chrome will introduce a feature that empowers users to make informed decisions about their cookie settings. Users can adjust these settings at any time. Google is currently in discussions with regulators and plans to involve industry stakeholders in the rollout of this new feature.
Google also mentioned that it will enhance anti-IP tracking protection and maintain Privacy Sandbox APIs. The company acknowledged the significant impact that this project will have on the online advertising market. Despite recognizing the importance of removing third-party cookies, Chrome will not follow Firefox and Safari in blocking them by default. The initial announcement about phasing out third-party cookies by 2024 was made in 2020, with a test run conducted in January 2024 on 1% of Chrome users.
The change in direction may be attributed to concerns raised by the UK’s Competition and Markets Authority and issues related to remarketing performance. These concerns highlighted potential biases favoring Google’s own business interests and the suboptimal performance of remarketing ads.
