Image source, Getty Images
- Author, Chris Vallance
- Role, Technology journalist
In a surprising move, Google has abandoned a plan announced four years ago to block third-party cookies from its Chrome web browser.
The UK’s data privacy watchdog said it was “disappointed” by the decision.
Cookies are small files stored on your computer that allow advertisers to track internet activity and target advertising.
Google says it will do this instead pursue a new approach that will provide users with “informed choice that applies to their entire web browsing experience” and discuss next steps with regulators.
This suggests that the company is not abandoning its alternative approach to advertising, but will allow a third-party cookie-based system to run in parallel.
This ultimately means that users will always see a pop-up asking them to enable or disable cookies in the future.
“We believe blocking third-party cookies would be a positive step for consumers,” said Stephen Bonner of the Information Commissioner’s Office.
“Google’s new plan represents a significant change and we will consider this new course of action as more details become available.”
“Privacy Sandbox”
Third-party cookies, small files stored on your computer by companies other than the website you are visiting, have always been a vital part of how digital advertising works.
They allow advertisers to track user behavior across websites, allowing them to profile consumers based on their interests.
Google is a major player in online advertising and its plan to replace cookies, dubbed the “Privacy Sandbox,” has proven controversial, with competitors and online advertising companies opposing the proposals.
The UK’s competition watchdog, the Competition and Markets Authority (CMA), stepped in in 2021 over concerns that the search giant’s plans would drive even more advertisers to use Google’s own systems.
She secured commitments from Google in 2022 intended to allay those fears. She is now waiting for a response to the tech giant’s change of plans.
“We will need to carefully consider Google’s new approach to the Privacy Sandbox, working closely with the ICO in this regard, and welcome views on Google’s revised approach – including the possible implications for consumers and market outcomes,” he said.
Jeff Green, director of advertising platform The Trade Desk, welcomed the move.
“I’ve been saying for years to our industry, to Google and even to Wall Street that I think it’s a strategic mistake for Google to get rid of third-party cookies,” he said.
“Google finally seems to recognize that the best option for them is to give consumers choice.”