Google Keeps Third-Party Cookies, Enhances User Control in Chrome
To reconcile the conflict between advertising networks and privacy protection, Google announced years ago that it would gradually phase out third-party cookies to prevent direct user tracking by advertising networks. Google’s proposed alternative is the Privacy Sandbox feature, which delivers ads by grouping and categorizing user interests without revealing specific user information to advertising networks.
The Privacy Sandbox has proven to be a failed product, as most advertising networks have yet to support this technology. Consequently, Google has decided to retract its decision to disable third-party cookies and instead grant users greater control.
In a blog post, Google stated that transitioning from third-party cookies to the Privacy Sandbox requires a substantial amount of work and would impact websites, advertising networks, and any companies involved in online advertising. Based on this, Google decided to abandon the plan to disable third-party cookies.
According to Anthony Chavez, who oversees Google’s Privacy Sandbox initiative, despite the decision not to eliminate cookies, Google will enhance privacy controls, making it easier for users to ensure personal browsing security. For instance, the incognito mode in Chrome will feature improved IP protection mechanisms, and the Privacy Sandbox API functionalities will be continuously strengthened to safeguard user privacy while browsing web content via Chrome.
The market perceives Google’s decision to retain cookies as a strategic move to avoid alienating content providers and advertisers, which could jeopardize its ad revenue model. By enhancing privacy protections, Google also aims to meet regulatory scrutiny regarding its operational mechanisms.
Previously, Google announced that the new Privacy Sandbox operating model, including the Topics algorithm, would gradually roll out in the first quarter of this year. This approach aims to deliver interest-based ads using artificial intelligence without compromising user privacy, with a complete phase-out of cookies by the end of this year.
In a recent update, Google stated that they would continue using cookies until the end of this year and collaborate with regulatory bodies such as the UK Competition and Markets Authority and the Information Commissioner’s Office. If a consensus on the new technology’s application is reached by the end of this year, cookies could be discontinued as early as early 2025, with the new Privacy Sandbox model ensuring user privacy while maintaining online ad content operations.
Google asserts that the new Privacy Sandbox technology and the Topics algorithm can deliver interest-based ads through artificial intelligence without compromising user privacy.
However, the UK Competition and Markets Authority believes that the new method will concentrate ad spending more heavily on Google, thus potentially increasing Google’s ad revenue.
