Google has reversed its decision to block third-party cookies on its Chrome browser. The tech giant, in a Privacy Sandbox post, stated that it will be taking a different direction after receiving concerns from regulators, competitors, and privacy advocates. Instead of outright blocking third-party cookies, Google will introduce a new system allowing users to choose how these cookies interact with their browsing experience. This choice will be available across all websites and can be adjusted at any time.
Google explains that this new approach, which is being discussed with regulators, prioritizes user control. The company claims to be working on anti-IP tracking protection and will continue to develop Privacy Sandbox APIs. The shift in strategy is significant, recognizing the impact third-party cookies have on the online advertising market.
The decision to abandon the initial plan comes after concerns arose from the UK’s Competition and Markets Authority (CMA). The CMA expressed concern that Google’s project might favor its own business over its competitors. Additionally, the potential impact on remarketing, a crucial tool for companies to reach users based on their browsing history, played a role in the change of heart. Remarketing performance significantly decreased during testing phases with blocked cookies, prompting Google to reevaluate its approach.
This about-face represents a major departure from Google’s previous stance. In 2020, Google announced its intention to block third-party cookies by default starting in 2024. Even a test run was conducted in January of 2024, where 1% of Chrome users experienced this restriction. While Google acknowledges the need to protect user privacy, it seems the company has opted for a more flexible approach in response to the pressures surrounding its dominance in the digital advertising landscape. It remains to be seen how this new system will be implemented and what impact it will have on both user privacy and the advertising industry.
