Google reverses plan to block third-party cookies

In a shock move, Google dumped a plan it announced four years back to thwart third-party cookies from its Chrome internet browser.

In an unexpected turn, Google has abandoned its four-year-old plan to block third-party cookies from its Chrome internet browser.

This decision has disappointed the UK’s data privacy watchdog, the Information Commissioner’s Office (ICO), which had supported the move as beneficial for consumers.

Third-Party Cookies and Privacy Concerns

Cookies are small files stored on computers that enable advertisers to track internet activity and target advertising.

Third-party cookies, created by domains other than the one a user is visiting, have been a crucial element of digital advertising by allowing advertisers to profile users based on their browsing behavior.

Google’s New Approach

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Instead of eliminating third-party cookies, Google announced it will develop a new approach to give users “informed choice” across their web browsing.

This suggests the firm will allow the third-party cookie system to operate alongside its alternative approach. As a result, users can expect to continue seeing pop-ups asking them to enable or disable cookies in the future.

Stephen Bonner of the ICO expressed disappointment, stating, “It has been our view that blocking third-party cookies would be a positive step for consumers.” He added that the ICO would reflect on Google’s new direction as more details become available.

Privacy Sandbox Controversy

Google’s initial plan to replace cookies with a system dubbed “Privacy Sandbox” faced significant opposition. Critics, including competitors and online advertising businesses, argued that the move could disadvantage them by driving more advertisers to use Google’s own systems.

The UK’s Competition and Markets Authority (CMA) intervened in 2021, securing commitments from Google in 2022 to address these concerns.

CMA’s Response and Industry Reaction

The CMA is now seeking feedback on Google’s revised approach.

“We will need to carefully consider Google’s new approach to Privacy Sandbox, working closely with the ICO in this regard, and welcome views on Google’s revised approach – including possible implications for consumers and market outcomes,” the CMA stated.

Jeff Green, head of advertising platform The Trade Desk, supported Google’s decision.

“I have been saying for years now to our industry, to Google, and even to Wall Street that I think it is a strategic mistake for Google to get rid of third-party cookies,” Green remarked. “Google seems to finally acknowledge that the best option for them is to give consumers the choice.”

Conclusion

Google’s reversal on blocking third-party cookies highlights the complexity and controversy surrounding digital advertising and user privacy.

As the company develops its new approach, regulators and industry stakeholders will closely monitor the potential impacts on consumers and market dynamics.