Google has had a change of heart regarding its plan to block third-party cookies in Chrome.
In this blog, we break down what cookies are, the backlash that Google received regarding what they call their ‘Privacy Sandbox Initiative’ and what the future plans entail.
What Are Cookies?
Cookies refer to the tracking mechanisms used across various websites to store information about users so that your user experience can be improved based on your preferences. The benefits of cookies include:
- Improved session time: Think about different websites you visit frequently that require logins. In some cases, the website remembers you, making it easier to continue your browsing without having to log in again. This is thanks to cookies.
- Personalising your interface: Cookies help remember your online settings and preferences and automatically keep them consistent across platforms. For example, your preferred language setting or themes.
- Tracking Preferences: This refers to the type of products or content that interests you online. With the use of cookies, your preferences are stored, allowing relevant ads or content to be delivered to you.
Google’s Plan to Eliminate Third-Party Cookies
In 2020, Google announced that they would be phasing out third-party cookies in an attempt to enhance privacy for users. They termed this their Privacy Sandbox initiative.
As anticipated, this initiative received significant backlash from many industries. The announcement caused chaos for those in the advertising industry as well as for publishers, as it would affect the ability to create targeted ads effectively and the value of paid advertising space on online publications.
However, since the announcement, Google has continued to delay this initiative until recently.
This month, Google revealed that they would no longer be phasing out cookies and have instead been looking for alternative methods to improve user privacy. Advertisers and publishers who rely on digital advertising were taken into consideration. In light of this, Google has opted for an alternative solution to the privacy concerns that does not harshly impact those in the advertising industry.
Google’s New Solution to Online Privacy Concerns
They are introducing what they call “an updated approach that elevates user choice.” Essentially, what this entails is allowing users the choice to adjust their privacy settings according to their comfort, and “they’d be able to adjust that choice at any time.”
This idea and the mechanisms around it are still in development, and Google welcomes feedback by stating that “as we finalise this approach, we’ll continue to consult with the CMA, ICO, and other regulators globally. We look forward to continued collaboration with the ecosystem on the next phase of the journey to a more private web.” – Privacy Sandbox
The Timeline for This Initiative
While the new timeline has not been determined, they have stated that “We’ll continue to make the Privacy Sandbox APIs available and invest in them to further improve privacy and utility. We also intend to offer additional privacy controls, so we plan to introduce IP protection into Chrome’s Incognito mode.”
Only time will reveal if and how this new initiative works to improve user experience online, but for now, the cookies have not completely crumbled—thankfully!