Third-Party Cookies In Chrome Will No Longer Be Blocked, Says Google
This dramatic U-turn, coming after years of delays and industry turmoil, marks a significant victory for advertisers and a potential setback for privacy advocates.
Mihir Bagwe July 23, 2024
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Google avoids a cookie crumble as it drops its long-standing plan to phase out third-party cookies in Chrome. This dramatic U-turn, coming after years of delays and industry turmoil, marks a significant victory for advertisers and a potential setback for privacy advocates.
Rather than eliminating these digital tracking beacons, Google will now offer users a choice to retain or reject them. While this move positions the tech giant as a champion of consumer control, critics argue it’s a cynical ploy to maintain its advertising dominance.
Google said, “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time.”
The Privacy Sandbox, Google’s proposed alternative to cookies, has been a tumultuous journey fraught with regulatory scrutiny and industry backlash. Its Topics API, designed to categorize user interests without revealing personal data, has faced intense criticism from Apple, which labeled it a potential tool for user fingerprinting and re-identification.
“The user doesn’t get told upfront which topics Chrome has tagged them with or which topics it exposes to which parties. It all happens in the background and by default,” Apple’s Webkit team said earlier this month. “The intent of the API is to help advertisers target users with ads based on each user’s interests even though the current website does not necessarily imply that they have those interests.”
The iPhone maker also pointed out potential loopholes that could allow data brokers to amass extensive information about users’ online behavior. “The data broker has been able to read your shifting interests and store them in their permanent profile of you. Now imagine what advanced machine learning and artificial intelligence can deduce about you based on various combinations of interest signals,” Apple said.
“What patterns will emerge when data brokers and trackers can compare and contrast across large portions of the population? Remember that they can combine the output of the Topics API with any other data points they have available, and it’s the analysis of all of it together that feeds the algorithms that try to draw conclusions about you.”
The decision to retain cookies underscores the immense challenges of balancing privacy with the economic engine of targeted advertising. While Google claims to be prioritizing user choice, concerns linger about the company’s ability to leverage its market power to shape the future of online tracking.
Regulators, including the UK’s Competition and Markets Authority and the Information Commissioner’s Office, have expressed disappointment with Google’s decision and vowed to scrutinize the company’s new approach.
Stephen Bonner, Deputy Commissioner at the ICO said:
“We are disappointed that Google has changed its plans and no longer intends to deprecate third party cookies from the Chrome Browser.
“From the start of Google’s Sandbox project in 2019, 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.
“Our ambition to support the creation of a more privacy friendly internet continues. Despite Google’s decision, we continue to encourage the digital advertising industry to move to more private alternatives to third party cookies – and not to resort to more opaque forms of tracking.
“We will monitor how the industry responds and consider regulatory action where systemic non-compliance is identified for all companies including Google.”
The CMA also shared similar views. It said, “The CMA will now work closely with the ICO to carefully consider Google’s new approach to Privacy Sandbox. We welcome views on Google’s revised approach, including possible implications for consumers and market outcomes.”
The industry is now bracing for a new era of uncertainty as it grapples with the implications of this far-reaching change.
