Four years have passed since Google announced its plan to protect the privacy of Chrome users, the outcome of which would delete third-party cookies in browser. Although these cookies were originally supposed to disappear in 2022, the company has delayed it several times. The latest delay was announced in April, ensuring that third-party cookies will disappear in early 2025.
However, the search giant has radically changed its plans: Google will no longer delete third-party cookies, but They will work on another solution to provide greater privacy to Chrome users.
Third-party cookies remain in Chrome, at least for now
The use of third-party cookies in a browser allows the advertising industry and advertisers to track user activity to offer personalized ads, with content directed to their profiles. However, there is also a risk that these cookies are used to violate people’s privacy by recording their online activity.
That’s why several companies have chosen to remove the use of third-party cookies from their browsers. Google, as a company whose main revenue comes from advertising, has encountered obstacles on the road to eliminating cookies: advertisers, developers, and even government regulators have failed to agree. So, Google has decided to change its plans.
According to a statement from Anthony Chavez, vice president of the Privacy Sandbox initiative:
Instead of eliminating third-party cookies, we would introduce a new experience in Chrome that allows users to make an informed decision that will apply to their web browsing, and they can adjust that choice at any time.
In other words, Google’s idea is, instead of removing third-party cookies, to allow them the same users who make informed decisions about your preferences when browsing the internet from Chrome.
The UK’s Competition and Markets Authority (CMA) was one of the regulators that assessed Google’s proposal in detail, saying the move would have raised concerns within the body about level playing field in digital advertising.
For now, there are not many details about what the new system that Google will propose will be, the company has only mentioned that it has taken all this experience as a learning experience to design solutions that will improve user privacy and at the same time time will not harm advertisers and developers. We can expect the company to announce more information about this in the future.
Cover image | Google (with editing)
By | Reuters
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