In an unexpected turn of events, Google has scrapped its four-year-old plan to eliminate third-party cookies from its Chrome browser. Instead, Google plans to introduce a new strategy that offers users an “informed choice” regarding their web browsing and is currently in discussions with regulators about the next steps.
This shift indicates that Google isn’t abandoning its alternative advertising methods entirely but will maintain a system that operates alongside third-party cookies. As a result, users can anticipate continued pop-ups prompting them to enable or disable cookies in the future.
Cookies are small files that businesses store on computers to help advertisers track online activity and target ads effectively. They have been essential in digital advertising as they enable advertisers to monitor user behaviour across various websites and build consumer profiles based on interests.
Google recently stirred controversy with its proposal to replace cookies with a system known as the “Privacy Sandbox.” This proposal faced opposition from competitors and the online advertising industry.
According to Stephen Bonner of the Information Commissioner’s Office (ICO): “It has been our view that blocking third-party cookies would be a positive step for consumers. The new plan set out by Google is a significant change and we will reflect on this new course of action when more detail is available.”
The Competition and Markets Authority (CMA), a UK regulator, added: “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 previously challenged Google in 2021 over the company’s plans, which it argued would push even more advertisers into using Google’s own systems and would remove choice. After receiving commitments from Google in 2022 to block cookies, the regulator is now waiting for more details on the new plans.
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