In a surprising change, Google has dropped its four-year-old plan to block third-party cookies in its Chrome browser.
The UK’s data privacy watchdog, the Information Commissioner’s Office (ICO), expressed disappointment. Cookies are small files that help advertisers track internet activity to target ads.
Google now says it will work on a new approach, allowing users to make informed choices about cookies across their web browsing while discussing the next steps with regulators.
This means Google isn’t giving up on finding a new way to handle advertising but will continue to allow third-party cookies alongside its alternative methods. Users will still see pop-ups asking them to turn cookies on or off.
Stephen Bonner of the ICO said, “Blocking third-party cookies would have been good for consumers, and Google’s new plan is a big change. We’ll consider this new direction once more details are available.”
Third-party cookies, used by companies other than the website you’re visiting, have been key to digital advertising by tracking user behavior across sites.
Google’s plan to replace cookies with a “Privacy Sandbox” faced opposition from rivals and the online advertising industry. The UK’s Competition and Markets Authority (CMA) intervened in 2021, fearing Google’s plan would drive more advertisers to its systems.
Google made commitments in 2022 to address these concerns, and now the CMA is reviewing Google’s new approach.
Jeff Green, head of advertising platform The Trade Desk, welcomed Google’s decision, saying, “I’ve been saying for years that getting rid of third-party cookies was a strategic mistake for Google.
They finally seem to recognize that giving consumers a choice is the best option.”
Katie Secret of Outbrain said Google’s “surprise decision” reflects a broader move toward privacy as users become more aware of data usage and expect respect and privacy.
Katie Eyton of Omnicom Media Group UK emphasized that how Google presents cookie choices to users will be a significant focus for regulators.
She highlighted that choices must be presented neutrally, in line with GDPR requirements, ensuring people understand what they consent to and the potential consequences.
This development, reported by the BBC, showcases Google’s evolving approach to balancing user privacy with the needs of advertisers and the broader digital advertising industry.
https://www.bbc.com/news/articles/c51y7q0qv7eo