In a surprising turn of events, Google has decided to abandon its plan to block third-party cookies from its Chrome internet browser, a plan it first announced four years ago. This decision has left the UK’s data privacy watchdog disappointed.
Cookies, small files stored on your computer that allow advertisers to track internet activity and target advertising, have been a controversial topic in the digital world. Google’s initial plan to block third-party cookies was seen as a positive step for consumers, but the tech giant has now opted for a new approach that will give users an “informed choice” across their web browsing.
This new approach, which Google is calling “Privacy Sandbox,” will allow a third-party cookie-based system to operate in parallel with its alternative advertising strategy. This means that users will still see a pop-up asking them to turn cookies on or off in the future.
The UK’s Information Commissioner’s Office expressed its disappointment with Google’s decision, stating that they will reflect on this new course of action when more details are available. The Competition and Markets Authority (CMA) also intervened in 2021, fearing that Google’s original plan could lead to more advertisers using Google’s own systems. Now, the CMA is seeking reactions to Google’s change of plan.
Jeff Green, head of advertising platform The Trade Desk, welcomed Google’s decision, stating that giving consumers the choice is the best option for the tech giant. It remains to be seen how this new approach will impact consumers and market outcomes in the future.
