Google has said it will not deprecate third-party cookies in the Chrome browser, an about face that has left the advertising industry stunned. It will, however, continue to develop Privacy Sandbox alternatives, enabling Chrome users to make an informed choice about whether or not to accept cookies when browsing.
The U.K.’s Information Commissioner’s Office (ICO), which had said Google could not deprecate cookies until it met a long list of concerns, said:
We are disappointed that Google has changed its plans and no longer intends to deprecate third party cookies from the Chrome Browser.
“From the start of Google’s Sandbox project in 2019, it has been our view that blocking third party cookies would be a positive step for consumers.
The announcement, by Google’s Anthony Chavez, VP, Privacy Sandbox can be found here.
Why we care. That was a lot of time and money spent on something that didn’t, in the end, go anywhere. Our quick take is that, unlike Safari and Firefox, for example, Chrome is owned by an entity that has a compelling interest in preserving advertising revenue. That’s why Google wanted it both ways — to satisfy privacy advocates while still offering workable options for advertisers.
Over the course of several years, Google succeeded in disappointing both sides, with regulators questioning whether Google was truly protecting user privacy while the IAB found resoundingly that the Privacy Sandbox alternatives to cookies were actually unworkable.
Stay tuned as we update this story.
