Google which had initially planned to phase out support for third-party cookies altogether in favour of their Privacy Sandbox initiative now has adopted a different approach. The Privacy Sandbox initiative aims to enhance user privacy while maintaining a functional ad-supported internet ecosystem.
According to its latest blog post announcement, Google will no longer go ahead with its plan to eliminate third-party cookies in Chrome by 2025. For years, Google has been at the forefront of phasing out third-party cookies, which track user behaviour across different websites. While these cookies enable targeted advertising, they have also raised privacy concerns. Google’s initial plan was to replace them with its own privacy-preserving solutions like the Privacy Sandbox.
However, the blog post by Anthony Chavez, director of Chrome Product Management, informs: “We’re shifting our focus from eliminating third-party cookies entirely to building solutions that meet the evolving needs of users, publishers, and advertisers.”
Instead of a complete ban, Google now plans to introduce “a new experience in Chrome” that empowers users with more control over their online privacy. The details of this experience are yet to be revealed, but it likely involves offering users more granular options for managing their data and tracking preferences within Chrome.
This decision comes after criticism from regulators and industry players who argued that Google’s proposed solutions, like the Privacy Sandbox, would give them an unfair advantage in the online advertising space. Additionally, concerns were raised about the effectiveness and industry-wide adoption of these alternatives.
This updated approach aims to elevate user choice and privacy while still supporting the broader digital advertising ecosystem. Google is discussing this new path with regulators and will engage with the industry as they roll out these changes. Google will continue to emphasize the importance of privacy-preserving alternatives and will invest in their Privacy Sandbox APIs to further improve privacy and utility.
