Latest reports have confirmed that Google made plans to maintain third-party cookies in the Chrome web browser available.
This decision has been made after years of promises to gradually phase out third-party cookies.
Google Makes Plans to Maintain Third-Party Cookies in Chrome Browser
Apparently, the decision was reversed following worries from marketers about losing cookies.
Advertisers were afraid of growing reliant on Google’s user datasets since they utilize cookies to personalize their adverts.
Google’s strategy was examined by the UK’s Competition and Markets Authority because of concerns about competition. Google intends to launch a new Chrome experience that would let consumers choose their cookies wisely.
As per reports, users can change their mind at any moment regarding cookies. As per Anthony Chavez, vice president of the Google-backed Privacy Sandbox initiative, “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.”
Google has been working on the Privacy Sandbox project since 2019. The goal of the Privacy Sandbox is to support digital enterprises and improve online privacy.
Privacy Sandbox’s Objectives
The phase-out of third-party cookies was one of the Privacy Sandbox’s main objectives. Websites and advertisers can monitor users’ surfing patterns thanks to cookies. Additionally, cookies may be utilized for unauthorized monitoring.
Publishers are required by the EU’s GDPR to obtain users’ explicit consent before storing cookies. Most popular browsers allow you to remove cookies.
On the new strategy, Google is collaborating with publishers, privacy advocates, and regulators.
Google keeps funding the Privacy Sandbox initiative.
Analyst Evelyn Mitchell-Wolf of eMarketer pointed out that advertisers won’t have to give up third-party cookies overnight. The Electronic Frontier Foundation’s Lena Cohen outlined the possible risks cookies pose to consumers.
Due to Google’s ad-supported business strategy, Cohen attacked the company’s choice, “Google’s decision to continue allowing third-party cookies, despite other major browsers blocking them for years, is a direct consequence of their advertising-driven business model.”
