In a surprise announcement, Google has decided to keep third-party cookies in its Chrome browser, reversing its previous plans to phase them out
In a recent blog post, the company announced it won’t be “deprecating third-party cookies” as initially promised. Instead, Google will introduce a “new experience in Chrome” that allows users to make informed choices about their web browsing, which they can adjust at any time – marking a major shift in Google’s privacy strategy.
The role of third-party cookies
Third-party cookies—small data files that track users’ activities across the web—have long been used to gather information and deliver highly targeted ads. While they’ve been blocked by browsers like Mozilla Firefox and Safari to enhance user privacy, Google, which controls over 90% of the search market, has been slow to act as it attempts to balance user privacy with advertisers’ needs. The company had already pushed back its depreciation deadline twice due to concerns about Google’s Privacy Sandbox.
The decision to retain third-party cookies comes amid increasing scrutiny of big tech companies and their data practices. Google has faced criticism and legal challenges over its handling of user data and privacy issues as tensions between privacy and personalisations continues to grow.
Balancing Privacy and Advertising Needs
By keeping third-party cookies, the company seems to be aiming to strike a delicate balance between maintaining its dominant advertising business and addressing privacy concerns. This move also buys Google more time to refine its Privacy Sandbox initiative, which seeks to develop new technologies that both protect user privacy and allow publishers and advertisers to continue monetising content effectively.
Google’s About-Face
Google’s initial decision to phase out third-party cookies was driven by growing privacy concerns and regulatory pressure. The company aimed to create a more privacy-focused web while exploring alternative tracking methods. However, the recent reversal has left the industry in a state of uncertainty.
For users, the new experience in Chrome is designed to provide greater transparency and control over their browsing data. Google’s blog post hints at enhanced privacy settings that will allow users to easily manage their cookie preferences, ensuring they are aware of how their data is being used and giving them the power to opt out if they choose. This user-centric approach aims to rebuild trust and reassure users that their privacy is being taken seriously while still accommodating the needs of the advertisers.
The road ahead
Advertisers who rely on third-party cookies for targeted ads and audience tracking can breathe a sigh of relief for now, but this isn’t a get-out-of-jail card for third-party data use.
Many users may still choose to disable these cookies, so while they won’t be entirely phased out, their use may still be limited. Advertisers should continue to embrace privacy-centric approaches, strengthen their first-party data, and consent-based marketing practices while awaiting further updates from Google on user privacy measures.