Google has decided to keep third-party cookies in its Chrome browser, changing its previous plan to remove them by early 2025.
This decision comes after concerns from advertisers, who rely on cookies to personalize ads, and fears that losing cookies would make them depend more on Google’s user databases. The UK’s Competition and Markets Authority (CMA) also worried that removing cookies would hurt competition in digital advertising.
What Is Google’s New Strategy for Cookies?
Instead of phasing out third-party cookies, Google will introduce a new feature in Chrome that lets users make informed choices about their web browsing and adjust these choices anytime.
Anthony Chavez, vice president of the Privacy Sandbox initiative, announced this change in a blog post. He highlighted that the new approach aims to enhance user choice and privacy across web browsing. This initiative is part of Google’s Privacy Sandbox program, which aims to improve online privacy while supporting digital businesses.
What Is the Privacy Sandbox Initiative?
Since 2019, Google’s Alphabet unit has been working on the Privacy Sandbox to address privacy issues related to third-party cookies, which track browsing habits for targeted ads. These cookies have been criticized for enabling unwanted surveillance.
In the European Union, the General Data Protection Regulation (GDPR) requires publishers to get explicit consent from users to store cookies, and major browsers offer options to delete them.
Google’s new strategy involves working closely with regulators, such as the UK’s CMA and Information Commissioner’s Office, as well as publishers and privacy groups. The goal is to refine the Privacy Sandbox program while maintaining user privacy and supporting digital advertising.
Additional privacy controls, like IP Protection in Chrome’s Incognito mode and continuous improvements to Privacy Sandbox APIs, will also be included.
Why Has Google Delayed the Cookie Phase-Out?
Google initially planned to phase out third-party cookies by the end of 2022, but this was delayed to late 2024 and then early 2025 due to various challenges and feedback from stakeholders.
In January 2024, Google introduced a feature called Tracking Protection, which restricts third-party cookies by default for 1% of Chrome users globally. This was seen as the first step toward eliminating cookies entirely. However, concerns about the readiness and effectiveness of the Privacy Sandbox led to further delays.
Mixed Reactions to Google’s Decision
The announcement drew mixed reactions. eMarketer analyst Evelyn Mitchell-Wolf noted that advertisers would no longer need to abruptly transition away from third-party cookies.
Conversely, Lena Cohen, a staff technologist at the Electronic Frontier Foundation, criticized Google’s decision, highlighting potential consumer harm from predatory ads targeting vulnerable groups and attributing the choice to Google’s advertising-driven business model.
Following Google’s announcement, the CMA stated it was “considering the impact” of this change in direction.
Featured Image courtesy of KIRILL KUDRYAVTSEV/AFP via Getty Images
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