Google announced on Monday that it would no longer phase out third-party tracking cookies from its Chrome web browser. Instead, Google plans to introduce a new prompt allowing users to decide how they want to be tracked across Google’s search products.

Anthony Chavez, VP of Privacy Sandbox at Google, stated in the announcement:

“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.”

The evolution of Google’s cookie policy

Google first revealed plans in 2020 to end support for third-party tracking cookies in Chrome by 2022. However, this deadline was pushed back three times, with the latest delay extending to 2025. Google’s initiative, known as the Privacy Sandbox, aimed to replace cookies through a series of proposals developed in collaboration with the ad industry.

Despite introducing several cookie-replacement experiments, (such as FLoC) none gained full support from industry partners and regulators. Privacy experts raised concerns that these replacements could unintentionally make it easier for advertisers to gather user information.

User choice and privacy concerns

Under this new proposal, Chrome users will be able to set their privacy preferences, which will be applied across all their web browsing activities.

This shift comes after extensive feedback from a wide range of stakeholders, including regulators such as the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO), as well as publishers, web developers, standards groups, civil society, and participants in the advertising industry.

Despite this significant change in strategy, Google remains dedicated to its Privacy Sandbox initiative. The company will continue developing and offering Privacy Sandbox APIs to enhance privacy protection and utility for users who opt to use them.

Furthermore, Google plans to introduce IP Protection in Chrome’s Incognito mode, providing additional privacy options for users.

Moving towards a privacy-first future

Rene Davis, our Head of Data, shares his thoughts on this decision:

“The turnabout by Google while unexpected does not mean we should ignore the current privacy landscape and brands should still continue to strive for a privacy first approach to advertising. 1st Party data remains at the forefront or ad personalisation and capitalising on AI led data driven approaches to understanding media attribution is pivotal among the current uncertainty.”

While the specific issue of cookies remains unresolved, the overarching concern about privacy continues to drive change. The move towards a privacy-centric future is gaining momentum, with Google expected to follow Apple’s lead in giving consumers full control over their data.

This shift underscores the industry’s ongoing journey towards ensuring user privacy while adapting to new technological advancements. At Braidr, we aim for a privacy-first future, driven by data transformation and enhanced by the power of AI.

Get in touch today to learn how we can help transform your data strategy and stay ahead in the evolving digital landscape.