Google has made a surprising reversal in its decision to eradicate cookies in its Chrome web browser, ending a four-year campaign aimed at protecting user privacy by gradually eliminating the intrusive tracking technology. This U-turn comes in response to strong opposition from advertisers and regulators.
This Silicon Valley giant declared its setting a “new privacy course” that would allow users to choose whether to enable or disable cookies, while retaining them in Chrome. This contrasts its 2020 commitment to remove all cross-website cookies within a two-year span, a policy that mirrors Apple’s blockage of third-party tracking as a default in its Safari browser due to privacy reasons. Google’s current approach makes it similar with the iPhone manufacturer.
Cookies, which are miniature text files placed in users’ browsers to monitor their online activities, are the go-to device for online advertisers to track users across numerous websites and aim ads at them based on their preferences.
The initiative faced backlash from its inception, with the digital ad, ad technology, and publishing sectors expressing worries that it would ruin their business frameworks, consolidate Google’s supremacy in consumer data compilation over its advertisers, pushing them to shell out more for its ad-targeting offerings.
The project lagged behind its schedule, and by 2021, UK authorities started probing whether Google’s strategies were anti-competitive. Despite placating the UK competition authority’s trepidations, Google’s first effort to substitute cookies, coined “Floc”, was discarded due to worries over its inadequate privacy protection.
The deadline was reset in 2022 to afford advertisers more time to assimilate and adapt to the amendments.
Despite setbacks, Google remained committed and announced in February that it was in the process of removing certain cookies and planned to deactivate all third-party cookies before year-end. However, the UK Information Commissioner’s Office raised objections to the proposed alternative technologies, dubbing them “profoundly defective”, which led to the cancellation.
Anthony Chavez, Google’s manager overseeing its Privacy Sandbox project, acknowledged the transition’s challenges and anticipated impacts on all involved in online advertising. He confirmed Google’s proposal to revise its approach prioritizing user preference, and that ongoing dialogues with regulators and the industry were underway about this new path.
The deputy Commissioner of ICO, Stephen Bonner, has communicated his disappointment at Google altering its stance, asserting it would have been advantageous for consumers if Google blocked third-party cookies. Nevertheless, Bonner stresses that they will continue to advocate for the digital advertising sector to seek more private substitutes for third-party cookies and avoid relying on less transparent tracking methods. He also threatened to consider regulatory measures if persistent non-compliance is detected among all firms, not excluding Google. Additionally, the Competition and Markets Authority of the UK conveyed they are reflecting on the ramifications of this development and are open to opinions until 12th August.
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