Google has abandoned its plan to remove third-party cookies from Chrome after years of promising to do so [1]. Instead, Google will introduce a new experience in Chrome that lets people make informed choices about third-party cookies, which they can adjust at any time. This new approach is being discussed with regulators and the industry.
Why It Matters
Google’s decision to continue allowing third-party cookies in Chrome has far-reaching consequences for both user privacy and the online advertising landscape. This move underscores the delicate balance between protecting users’ personal information and supporting the interests of advertisers and publishers who rely on data-driven targeting [1]. As the industry grapples with the challenges of enhancing online privacy while maintaining the effectiveness of digital advertising, Google’s stance may influence the development and adoption of alternative tracking technologies [8].
With the introduction of a new experience in Chrome that lets users make informed choices about third-party cookies, Google aims to enhance transparency and user control. This approach is expected to foster a more user-centric web browsing experience while still addressing the needs of advertisers.
By the Numbers
- Alphabet Inc. (GOOGL) stock price on February 3, 2024: $1,354.14 [2]
- Google initially started testing the removal of third-party cookies with a small percentage of Chrome users in January 2024, when Alphabet’s stock price was $1,344.13 [1][2]
- Google has delayed its plan to phase out third-party cookies multiple times, from the original timeline of 2022 to 2023, and then again to 2024 [4]
The Big Picture
Google’s decision to halt the removal of third-party cookies from Chrome aligns with concerns raised by regulatory bodies like the UK’s Competition and Markets Authority (CMA). The CMA worried that the move could give Google too much control over the online advertising market [7]. As the industry explores alternative tracking methods, such as Google’s Privacy Sandbox, these solutions are still in development and not yet ready for widespread adoption [8].
The continued use of third-party cookies allows online publishers and advertisers to track users’ behavior, providing valuable data for targeted advertising. However, this practice raises significant privacy concerns and is not a sustainable long-term solution [8]. Google’s decision to maintain third-party cookies may impact the development of alternative tracking technologies and industry-wide efforts to enhance online privacy.
Google’s new experience in Chrome that promotes user choice represents a significant shift towards empowering users with more control over their data. This initiative is part of Google’s broader efforts to balance privacy with the needs of the advertising ecosystem, ultimately aiming for a more transparent and user-friendly web environment.
References
- https://www.engadget.com/google-isnt-killing-third-party-cookies-in-chrome-after-all-202031863.html
- https://www.pcmag.com/news/google-wont-ditch-third-party-cookies-in-chrome-after-all#:~:text=After%204%20years%20of%20promising,getting%20some%20IP%20protections%2C%20however.
- https://digiday.com/marketing/after-years-of-uncertainty-google-says-it-wont-be-deprecating-third-party-cookies-in-chrome
- https://au.finance.yahoo.com/news/google-isnt-killing-third-party-cookies-in-chrome-after-all-202031863.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAGl76dPpqhY98ntGPWpf9y904T5Qc2Qn-fiZu7nFfvyPzoyXw0zvvUnBpMxEE-kHTzb-vSPP4YD4PBWTsJ3BVK3szc7FWOJEitHUr9GHxmJ62Yotf8_6Cv0mI-btAB8lQAYg3d4GmAehzUtc7ci83pakjM18is4vR18h7YAJRf14
- https://www.businessinsider.com/google-ditches-plan-to-kill-third-party-cookies-after-pushback-2024-7
- https://www.tomsguide.com/computing/browsers/googles-shortsighted-decision-to-halt-plans-to-kill-chrome-third-party-cookies-is-proof-apple-was-right
- https://www.androidauthority.com/chrome-third-party-cookies-3463374
- https://privacysandbox.com/intl/en_us/news/privacy-sandbox-update
