Google has changed its plans and will not end support for third-party cookies in its Chrome browser as originally planned. Instead, the company has decided on a new approach that will give users greater control over their privacy while browsing the internet. This decision represents a significant shift in Google's approach to privacy protection and brings relief to many entities in the advertising industry that were preparing for a future without cookies.
- Google will introduce a new feature in Chrome that will allow users to make better decisions about their privacy while browsing the web.
- Privacy Sandbox APIs will continue to be developed and offered as alternatives.
- Google is discussing this change with regulators, including the UK’s Competition and Markets Authority (CMA) and the Information Commissioner's Office (ICO).
According to Google, recent tests of Privacy Sandbox technologies have shown promising results:
- 89% recovery of ad spending in Google Display Ads.
- 97% recovery of conversions per dollar in Google Display Ads.
- 55% recovery of remarketing ad spend on Google Ads.
This move indicates that Google is trying to balance privacy concerns with the needs of the advertising industry and its own business model. Anthony Chavez, Vice President for Privacy Sandbox, stated in a blog post: "We developed Privacy Sandbox to find innovative solutions that significantly improve online privacy while maintaining an ad-supported internet."
This decision comes after more than four years of changes and several delays in Google's plans to end support for third-party cookies. Google has not provided a specific timeline for the new approach, likely to avoid issues associated with previous delays.