Google backtracks on the decision that could eliminate tracking-cookies
Despite promises to limit advertisers’ use of browser tracking cookies, following suit after other browsers made the change, Google has been delaying the process and is now backtracking.
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Despite promises to limit advertisers’ use of browser tracking cookies, following suit after other browsers made the change, Google has been delaying the process and is now backtracking.
Google said it no longer wants to block third-party cookies by default in Chrome. Cookies are small files that websites save on users' devices. They allow websites to identify users and track their online habits.
Third-party cookies are a primary tool for advertisers to track users across websites, and this practice is considered an invasion of privacy.
Other major browsers, such as Safari and Firefox, have long implemented third-party cookie blocking by default.
Following other browsers, Google launched its Privacy Sandbox initiative in 2019 with a promise to better protect user privacy and reduce tracking. However, the tracking protection and cookie-banning feature faced multiple delays.
Now, the tech giant claims that the transition requires significant work and will impact publishers, advertisers, and everyone involved in online advertising.
“In light of this, we are proposing an updated approach that elevates user choice. 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,” Google said in a blog post.
“We're discussing this new path with regulators and will engage with the industry as we roll this out.”
While Google, as an ad tech company, may be incentivized to keep the feature, authorities previously expressed concerns that plans to ditch cookies could hurt competition and hurt other advertisers more.
Electronic Frontier Foundation (EFF), a non-profit defending rights to privacy, believes that Google’s decision “underscores their ongoing commitment to profits over user privacy,” Forbes reported. However, EFF is not a fan of Privacy Sandbox either, as it announced Privacy Badger opting out of the Google’s initiative. Privacy Badger is a browser extension that blocks advertisers and other third-party trackers from disrespecting the “Do Not Track” setting.
“This Privacy Sandbox might be less invasive than third-party cookies, but that doesn’t mean it’s good for your privacy. Instead of eliminating online tracking, this Privacy Sandbox simply shifts control of online tracking from third-party trackers to Google,” Electronic Frontier Foundation (EFF) said. “Despite sounding like a feature that protects your privacy, this Privacy Sandbox ultimately protects Google's advertising business.”
Google claims that initial testing has indicated that the Privacy Sandbox’s APIs have the potential to create a competitive and thriving marketplace that works for publishers and advertisers and encourages the adoption of privacy-enhancing technologies.
“We expect that overall performance using Privacy Sandbox APIs will improve over time as industry adoption increases,” Google said.
The tech giant promises to continue making Privacy Sandbox APIs available and investing in them. Users should expect additional privacy control and a new feature that protects their IP address while using Chrome’s Incognito mode.