Google Reverses Decision To Eliminate Third-Party Cookies In Chrome

Google announced on Monday that it will retain third-party cookies in its Chrome browser, despite previously committing to phase them out. This unexpected change comes after advertisers, who are Google’s primary revenue source, raised concerns that eliminating cookies would hinder their ability to gather data necessary for personalizing ads, thereby increasing their reliance on Google's own user data.

The UK's Competition and Markets Authority (CMA) had also examined Google's original plan, fearing it would stifle competition in the digital advertising sector.

Anthony Chavez, vice president of the Google-backed Privacy Sandbox initiative, explained in a blog post, "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."

Since 2019, Google, a unit of Alphabet, has been developing the Privacy Sandbox initiative with the aim of improving online privacy while still supporting digital business models, particularly through phasing out third-party cookies.

Cookies, small packets of data used by websites and advertisers to recognize users and monitor their browsing activities, also have potential for misuse in invasive tracking.

In the European Union, cookie usage is regulated under the General Data Protection Regulation (GDPR), requiring publishers to obtain explicit user consent before storing cookies. Major browsers offer options to delete cookies whenever users wish.

Chavez noted that Google is collaborating with regulators like the UK's CMA and the Information Commissioner’s Office, as well as with publishers and privacy advocates, to refine their approach while continuing to invest in the Privacy Sandbox project.

The announcement received varied responses.

"Advertising stakeholders will no longer have to prepare to quit third-party cookies cold turkey," commented eMarketer analyst Evelyn Mitchell-Wolf.

However, Lena Cohen, staff technologist at the Electronic Frontier Foundation, highlighted the potential harms of cookies, such as predatory ads targeting vulnerable individuals. "Google’s decision to continue allowing third-party cookies, despite other major browsers blocking them for years, is a direct consequence of their advertising-driven business model," Cohen stated.