- Google has announced that it is no longer planning to block third-party cookies in Chrome.
- The company outlined the plan to block third-party cookies in its Privacy Sandbox, but has walked back the decision.
- It will instead offer more controls over browsing to users.
Third-party cookies have proved a divisive topic for Google in recent years. Previously the company announced that it would block all third-party cookies as a part of its Privacy Sandbox initiative, then decided to delay its implementation to allow for more testing, before phasing them out over the course of 2025.
Now Google has walked all of this back, announcing a new approach when it comes to third-party cookies.
“We recognize this transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising,” VP of Privacy Sandbox, Anthony Chavez, noted in a blog post.
“In light of this, 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. We’re discussing this new path with regulators, and will engage with the industry as we roll this out,” he added.
While not all of the new controls have been shared, Google has said that IP protection in Chrome’s Incognito Mode and improvements to the Privacy Sandbox’s APIs will form part of it.
As this decision regarding third-party cookies has gone through several peaks and troughs over the past few years, it appears as if the pressure from regulators has influenced the recent walk back.
To that end, the likes of the UK’s Competition and Markets Authority (CMA) have cited concerns over the Privacy Sandbox and its potential to limit competition in Chrome and hand Google an advantage in digital marketing. Following the change in direction, the CMA has welcomed the new commitments from Google regarding third-party cookies.
“We’re grateful to all the organizations and individuals who have worked with us over the last four years to develop, test and adopt the Privacy Sandbox. And as we finalize this approach, we’ll continue to consult with the CMA, ICO and other regulators globally,” Chavez concluded.
No new timeline has been provided for the change in tactic, but it will be interesting to see whether this will improve the online experience of everyday Chrome users.
[Image – Photo by No Revisions on Unsplash]
