Tech giant Google has reversed its decision to phase out third-party cookies, opting for a new privacy sandbox approach.
The move comes in response to concerns from advertisers, who argued that eliminating cookies in the world’s most popular browser would hinder their ability to collect data for personalized ads, thereby making them overly reliant on Google’s user databases.
Third-party cookies are small pieces of data that websites send to a user’s browser, often used to track browsing activity for advertising purposes.
Initially, Google planned to remove these cookies to enhance data privacy for Chrome users. However, the company allows users to make informed choices about third-party cookies through updated privacy settings.
Google’s privacy sandbox aims to balance user privacy with the needs of the advertising industry by developing new standards and tools that protect user data while enabling effective ad targeting. This approach is intended to give users more control over their data without eliminating the functionality that advertisers rely on.
The shift underscores Google’s commitment to addressing privacy concerns while considering the practical needs of the digital advertising ecosystem.
Announcing the new development via a blog post, Vice President of the Google-backed Privacy Sandbox initiative, Anthony Chavez, said:
“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.
“We’re discussing this new path with regulators, and will engage with the industry as we roll this out.”
“We’ll continue to make the Privacy Sandbox APIs available and invest in them to further improve privacy and utility. We also intend to offer additional privacy controls, so we plan to introduce IP Protection into Chrome’s Incognito mode,” he added.
Privacy sandbox
Chavez said Google has developed the Privacy Sandbox to find innovative solutions that meaningfully improve online privacy while preserving an ad-supported internet that supports a vibrant ecosystem of publishers, connects businesses with customers, and offers everyone free access to a wide range of content.
According to him, throughout the process of building the sandbox, Google had received feedback from a wide variety of stakeholders, including regulators like the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO), publishers, web developers and standards groups, civil society, and participants in the advertising industry.
“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,” he said.
