Google Reverses Decision to Phase Out Third-Party Cookies in Chrome

Google Reverses Decision to Phase Out Third-Party Cookies: Google has announced a significant policy reversal, deciding not to phase out third-party cookies in Chrome as previously planned. Instead, the company will introduce a new experience in Chrome that prioritises user choice and control over web browsing privacy.

Key Takeaways

• Google will not phase out third-party cookies in Chrome.
• A new experience in Chrome will allow users to make informed choices about their privacy settings.
• The Privacy Sandbox initiative will continue to be developed.
• Google is working with regulators like the UK’s CMA and ICO to address concerns.
• This decision impacts advertisers, publishers, and users differently.

Major Policy Reversal

For years, Google had been working towards eliminating third-party cookies, facing multiple delays due to various challenges. The company has now decided to introduce a new experience in Chrome that allows users to make informed choices about their privacy settings.

Anthony Chavez, VP of Privacy Sandbox at Google, stated, “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.”

User Control at the Forefront

Under this new proposal, Chrome users can set their privacy preferences, which will apply across their web browsing activities. This pivot comes after extensive feedback from various stakeholders, including regulators like the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO), as well as publishers, web developers, standards groups, civil society, and advertising industry participants.

Continued Commitment to Privacy Sandbox

Despite this major change in direction, Google remains committed to its Privacy Sandbox initiative. The company plans to continue developing and offering Privacy Sandbox APIs to improve privacy protection and utility for those who choose to use them. Additionally, Google intends to introduce IP Protection into Chrome’s Incognito mode, further enhancing user privacy options.

Implications for the Digital Advertising Landscape

This reversal is likely to have far-reaching implications for the digital advertising industry. Advertisers and publishers preparing for a cookieless future may need to reassess their strategies. Google has stated that it will continue to consult with the CMA, ICO, and other global regulators as it finalises its new approach. The company also intends to engage with the industry as it rolls out these changes.

Google Reverses Decision to Phase Out Third-Party Cookies: What’s Next?

Google hasn’t provided a specific timeline for the new approach, likely to avoid the pitfalls of previous delays. However, the company is confident that the industry can make the transition based on the progress seen from leading companies. The full impact of this decision on the digital advertising landscape remains to be seen.

Sources

• Google scraps plans to kill third-party cookies in Chrome, Search Engine Land.
• Google Abandons Third-Party Cookie Phaseout, Search Engine Journal.
• Google ‘cannot proceed with third-party cookie deprecation’, Search Engine Land.