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After years of planning and delays, Google has announced it will no longer proceed with its plan to phase out third-party cookies in its Chrome browser. These cookies, small files stored on a user’s computer that contain personal information, have been a cornerstone of the digital advertising ecosystem, allowing advertisers to track users across websites and tailor ads accordingly.
Google initially revealed its intention to discontinue support for third-party cookies in 2020, aiming to do so by early 2022. The company sought to balance the needs of users, publishers, and advertisers while developing alternative solutions through its “Privacy Sandbox” initiative. One proposed solution was “Federated Learning of Cohorts” (FLoC), which grouped users based on similar browsing habits, enabling ad targeting through cohort IDs rather than individual user IDs.
Despite these efforts, the timeline was pushed back in June 2021, with Google citing the industry’s need for more time to transition to new methods of privacy-conscious advertising. Further delays occurred as feedback from advertisers and regulators indicated that the shift could significantly disrupt the digital advertising market.
On Monday, Google announced its decision to cancel the plan to eliminate third-party cookies. In a blog post, Anthony Chavez, Vice President of Privacy Sandbox, explained that the transition would require “significant work by many participants” and could affect publishers, advertisers, and other stakeholders in online advertising.
Instead of removing third-party cookies, Google will introduce a new experience in Chrome that empowers users to make informed choices about their web browsing privacy. This new feature will allow users to adjust their privacy settings at any time, offering greater control over their data.
Chavez noted that Google is in discussions with regulators and will continue to engage with the industry as it implements this new approach. The company’s decision reflects a broader trend toward user-centric privacy solutions while addressing the complexities and concerns of the digital advertising ecosystem.