In a surprising reversal, Google announced today that it will not be phasing out third-party cookies in Chrome, as previously planned. The company will instead prioritize user control over their browsing data through a new system within Chrome.
Industry sighs of relief
This announcement marks a significant victory for advertisers and publishers who rely on cookies for ad targeting and performance measurement. Google’s initial plan to eliminate cookies by early 2025 had caused significant uncertainty and required extensive preparation within the advertising industry.
A new approach: user empowerment
Google’s new approach centers on empowering users to make informed choices about their online privacy. “We are proposing an updated approach that elevates user choice,” wrote Anthony Chavez, vice-president of Privacy Sandbox, in a blog post published today. “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.” A forthcoming Chrome update will introduce a system allowing users to manage their cookie preferences across their entire browsing experience, with the flexibility to adjust these settings at any time. This revised approach is currently being discussed with regulators, and Google intends to collaborate with the broader industry throughout the rollout process, according to the blog post.
Privacy sandbox still on the table
While user control takes center stage, Google assures developers that privacy-preserving alternatives will remain available. Investment in the Privacy Sandbox APIs, a suite of tools designed to replace third-party cookies, will continue. Additionally, Google plans to introduce IP Protection within Chrome’s Incognito mode, offering users more granular control over their online privacy.
A rocky road for cookie replacement
Over the past few years, Google’s plan to eliminate third-party cookies has been met with delays and regulatory scrutiny. Initial plans for a 2022 phase-out were pushed back to late 2024, and then again to early 2025. Concerns regarding the effectiveness and readiness of the Privacy Sandbox were cited as key factors in these delays. Additionally, regulatory bodies like the UK’s Competition and Markets Authority (CMA) expressed concerns that Google’s dominance in the digital advertising market could be further strengthened by the Privacy Sandbox. The CMA has indicated they are “considering the impact” of Google’s latest change in direction.
The future of online privacy
Google’s decision to prioritize user control signifies a major shift in the company’s approach to online privacy. While the long-term effectiveness of this new system remains to be seen, it offers a reprieve for the advertising industry while preserving user agency over online data collection.
