Google backtracks on third-party cookie removal plans for Chrome

Google planned to remove third-party cookies sometime in 2024

Google had been planning to do rid of third-party cookies from the Chrome browser for years. Advocates for privacy have expressed serious concerns about these cookies because they track users' behavior on multiple websites. The action was a component of the company's 2019^[1] Privacy Sandbox effort, which aimed to improve online privacy while still meeting the demands of digital businesses that depend on targeted advertising.

Despite these plans, Google announced on Monday that third-party cookies would remain in Chrome.^[2] This decision was influenced by feedback from advertisers and other stakeholders who rely heavily on these cookies for personalized ads, arguing that without cookies, they would have to depend more on Google's user databases, potentially stifling competition in digital advertising.

The reason for keeping cookies is simple: stakeholders and advertisers

The shift in Google's approach stems from extensive feedback and the complexities involved in transitioning away from cookies. Anthony Chavez, Vice President of the Privacy Sandbox initiative, explained that the company faced significant challenges in developing effective alternatives to cookies and that the transition would impact publishers, advertisers, and users, necessitating a more gradual and user-focused approach. He said:^[2]

Throughout this process, we’ve 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.

The General Data Protection Regulation (GDPR) in the European Union mandates that publishers obtain explicit consent from users in order to store their cookies. Additionally, major browsers offer the capability to delete cookies upon request.

Google proposes additional privacy controls for users

Despite the use of cookies, Google remains focused on bolstering user privacy through the Privacy Sandbox initiative. By heavily investing in the development of privacy-enhancing technologies, Google aims to provide enhanced privacy protections for users while also addressing the needs of advertisers and publishers. With the upcoming introduction of features such as IP protection in Chrome's Incognito mode, Google is actively working towards strengthening user privacy.

Google proposes a new experience in Chrome that allows users to make informed choices about their web browsing, enabling them to adjust their privacy settings at any time and giving them greater control over their online activities.

Moreover, Google remains committed to collaborating with regulators, including the UK's Competition and Markets Authority, to develop solutions that support a competitive and privacy-conscious digital landscape.

The company plans to continue rolling out the Privacy Sandbox APIs, which have shown potential in early testing to provide effective alternatives to third-party cookies. These APIs aim to facilitate online advertising by sharing a subset of user information in a way that preserves privacy.

Mixed reactions

The decision to retain cookies has elicited mixed reactions from various stakeholders. Privacy advocates like Lena Cohen from the Electronic Frontier Foundation criticize Google for prioritizing profits over user privacy, arguing that third-party cookies enable invasive tracking and harm vulnerable groups through targeted ads. They claim that Google's decision undermines the efforts to enhance user privacy and reflects the company's advertising-driven business model.

On the other hand, advertisers are relieved that they do not have to abandon third-party cookies abruptly, which would have significantly disrupted their strategies. Many advertisers had been preparing for the phase-out of cookies for years, investing time and resources into adapting their systems to new tracking methods. Some experts even suggest that mistrust in third-party cookies is rather unreasonable:^[3]

Those of us who have had to actively hunt out alternatives are all too aware of the limitations of most cookie-less solutions, and I personally think privacy concerns related to third-party cookies were generally blown out of proportion in the first instance anyway!

The announcement means they can continue their current practices without immediate disruption, although they still need to prepare for future changes as Google continues to develop privacy-focused alternatives.