Google Cancels Plans To Eliminate Third-Party Cookies

Google has announced its decision to abandon plans to eliminate and replace third-party cookies in its Chrome browser, a move crucial for advertisers to track users across websites for targeted ads. Initially slated for early 2022, this decision was delayed as Google sought a solution through its “Privacy Sandbox” initiative, proposing alternatives like “Federated Learning of Cohorts” to group users based on browsing behaviors.

However, due to industry feedback and concerns about the impact on advertisers and publishers, Google has opted to introduce a new browsing experience in Chrome instead, offering users informed choices about their data privacy settings.

“Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time. We’re discussing this new path with regulators, and will engage with the industry as we roll this out.”

Anthony Chavez, VP of Privacy Sandbox, via CNBC

Three years ago, Google announced a delay in its plan to phase out third-party cookies in Chrome until 2023. This extension aimed to allow more time for developing alternative methods for targeted advertising while addressing privacy concerns. At the time, Chrome’s engineering director, Vinay Goel, emphasized the need for a measured approach to ensure adequate public discussion and support for publishers adjusting their business models.

While other browsers like Safari and Firefox already block third-party cookies, Google’s dominant role in search and ads made its cookie phase-out particularly scrutinized. Google introduced Federated Learning of Cohorts (FLoC) earlier in 2021 as a privacy-focused alternative, grouping users based on interests rather than individual tracking. However, criticisms around FLoC’s effectiveness and privacy risks contributed to the delay.

The advertising industry, heavily reliant on cookies, expressed concerns about the transition’s impact on revenue and the dominance of tech giants. Some advertisers had hoped for a quicker resolution to address privacy and security issues.