Four years ago, Google made a surprising announcement: It would “disuse“Cookie, allows third parties to track users on Google Chrome.
Although Google says it will take several years to find a new middle ground to avoid total chaos in the online advertising industry, this is seen as a considerable victory for user privacy advocates.
Well, Google just announced on Monday that it is abandoning its cookie plans.
According to Google, the search giant will no Kill third-party cookies. Instead, Google plans to introduce a new feature in Chrome that will allow users to make informed decisions that will impact their entire web browsing experience.
Google backtracks cookies
Google originally stated in 2020 that it would devalue third-party cookies. Sexual advertising purposes.
Mix and match speed of light
However, while Google has expressed its intention to end cookies, the company has made it clear that it will take several years before they can work out a solution with the advertising industry. Regulators in the UK and EU have also shared concerns with Google about expediting cookie deletion because it could be unfair to competitors.
However, Google’s goals to end cookies changed somewhat earlier this year. In January 2024, Google will begin rolling out privacy sandbox Only for a very small number of Google Chrome users. Google’s Privacy Sandbox is essentially a response to cookies.
This user-privacy-focused product replaces cookies with an Ad Topic API that classifies users into ad categories that third parties use to serve ads. This seems to be a good common ground that Google is looking for. Companies can still advertise to targeted consumers, and individual users will not be tracked by third parties.
However, on Monday, Google said in a post titled “A New Path to the Internet Privacy Sandbox” that it was reversing course on eliminating cookies altogether. Google said it received feedback from developers, publishers, regulators and the advertising industry and decided to pursue an alternative solution.
Google didn’t reveal specific details about “new experiences in Chrome that let people make informed choices that apply to browsing across the entire web.” The announcement post was written by Anthony Chavez, vice president of privacy sandbox at Google, who discussed the product’s success in achieving its privacy-focused goals.
But the key here seems to be that Google will still allow third-party cookies by default, and may offer a user privacy mode driven by a privacy sandbox as an alternative option, according to Google’s statement.
No matter what Google’s “new experience” is, cookies are not going away. The search giant may offer more privacy-focused options to users, but the more advertiser-friendly options will clearly win out.
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