In a significant policy shift, Google announced on Monday that it will retain third-party cookies in its Chrome browser, reversing its previous commitment to phase out the tracking technology. The change follows mounting pressure from advertisers, who argued that removing cookies would limit their ability to personalize ads and increase dependence on Google’s proprietary user data.
The decision comes after the UK’s Competition and Markets Authority (CMA) raised concerns that eliminating third-party cookies could stifle competition in the digital advertising space. In a blog post, Anthony Chavez, Vice President of Google’s Privacy Sandbox initiative, outlined the new approach. “Instead of deprecating third-party cookies, we will introduce a new experience in Chrome that lets people make an informed choice across their web browsing, allowing them to adjust their settings at any time,” Chavez said.
Google’s Privacy Sandbox initiative, launched in 2019, aims to enhance online privacy while maintaining support for digital businesses. Despite these efforts, the move to preserve third-party cookies has drawn a mixed response.
“Advertising stakeholders will no longer have to prepare to quit third-party cookies cold turkey,” commented Evelyn Mitchell-Wolf, an analyst at eMarketer.
However, privacy advocates remain critical. Lena Cohen, a staff technologist at the Electronic Frontier Foundation, expressed concern over the potential for consumer harm. “Google’s decision to continue allowing third-party cookies, despite other major browsers blocking them for years, is a direct consequence of their advertising-driven business model,” Cohen stated.
In the European Union, the General Data Protection Regulation (GDPR) requires explicit user consent for cookie storage, and major browsers already offer options to delete cookies. Google is collaborating with regulators, publishers, and privacy groups to refine its new strategy while continuing to invest in the Privacy Sandbox program.
The debate over third-party cookies underscores the ongoing tension between privacy and personalized advertising in the digital age. As Google navigates these complex dynamics, the outcome will have significant implications for users, advertisers, and the broader internet ecosystem.
