Image: Miguel Á. Padriñán
So it's all change again. After years of uncertainty, Google has announced that it is not going ahead with plans to deprecate third-party cookies in Chrome.
Instead, it is proposing a new approach that gives users more control over web browsing privacy, allowing them to choose whether or not to retain third party cookies.
“...we are proposing an updated approach that elevates user choice. 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.“
Third-party cookies are a key part of how digital advertising works, allowing advertisers to track behaviour across websites and so profile users according to their interests.
As a major player in online advertising, Google’s plans to replace cookies provoked controversy in the industry and concern from regulators. The fear was that even more advertisers could be driven to use Google’s own systems, keeping them in the tech giant’s walled garden.
The past few years have seen Google attempts at solutions such as FLoC abandoned, along with multiple delays and back and forth.
Google says they are discussing the new approach with regulators and will engage with the industry.
“And as we finalize this approach, we’ll continue to consult with the CMA, ICO and other regulators globally. “
The UK Competition & Markets Authority (CMA) earlier this year ordered Google to halt the cookie phase-out until its competition and privacy concerns were met.
Their statement in response to Google’s pivot said they were considering the impact of the announcement and welcomed views until 12 August.
The Privacy Sandbox project is to carry on. Google says it will continue to develop the Privacy Sandbox APIs and make them available as alternatives.
The full, long term impact of this change has yet to be seen. But in the immediate future, advertisers and publishers who have spent years being told to prepare for a future without cookies will now have to reassess their strategies.
