Google has announced that it will keep third-party cookies in its Chrome browser, instead of removing the tiny packets of code used to track users on the internet, despite concerns from advertisers and regulators about the potential impact on the digital advertising landscape.
Advertisers, who represent Google’s primary source of revenue, have voiced worries that the elimination of cookies in the world’s most popular browser would hinder their ability to gather information for personalized ads. This, in turn, would increase their reliance on Google’s own user databases. Additionally, the UK’s Competition and Markets Authority (CMA) has examined Google’s plan over fears that it would limit competition in digital advertising.
Anthony Chavez, vice president of the Google-backed Privacy Sandbox initiative, explained the new direction in a blog post. “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,” Chavez stated.
Since 2019, Google’s Alphabet unit has been developing the Privacy Sandbox initiative, which aims to enhance online privacy while supporting digital businesses. A key objective of this initiative was the phase-out of third-party cookies, which allow websites and advertisers to identify and track individual web surfers, sometimes resulting in unwanted surveillance.
While Google’s decision to keep cookies has seen critics concerned about consumer harm in the form of predatory ads that target vulnerable groups, Chavez revealed that Google was working with regulators such as the UK’s CMA and Information Commissioner’s Office as well as publishers and privacy groups on the new approach, while continuing to invest in the Privacy Sandbox program.
Some believe Google had chosen not to block third-party because its profitable business model is largely built on advertising.
