Google announced on Monday that it intends to continue allowing third-party cookies to be stored in its Chrome browser.
This comes after the company had pledged for years to eliminate the small code packets. That are designed to track a user’s activity on the internet.
The significant reversal comes as a result of concerns raised by advertisers, who are the company’s primary source of revenue.
These advertisers believe that the removal of cookies from the most widely used browser in the world. Will restrict their capacity to collect information. For the purpose of personalizing advertisements, so making them dependent on Google’s user databases.
Google’s Strategy in Digital Advertising
There were also fears that Google’s strategy might hinder competition in the digital advertising industry, which led the Competition and Markets Authority in the United Kingdom to investigate the matter.
Anthony Chavez V.P of Privacy Sandbox initiative
According to Anthony Chavez, vice president of the Privacy Sandbox initiative, which is supported by Google, “instead of deprecating third-party cookies, we would introduce a new experience in Chrome that allows people to make an informed choice that applies across their web browsing, and they would be able to adjust that choice at any time,” Chavez stated in a post.
Since 2019, the Alphabet (GOOGL.O) opens new tab unit has been working on the Privacy Sandbox program.
Which aims to improve online privacy while also providing support to digital businesses. One of the primary goals of this initiative is to eliminate cookies that are set by third-party websites.
Cookies are information packets that enable websites and marketers to identify individual web surfers and follow their browsing behaviour. However, cookies can also be used for surveillance purposes that are not desired.
Use of Cookies in European Union
According to the General Data Protection Regulation (GDPR), which governs the use of cookies in the European Union, publishers are required to obtain users’ explicit consent before storing their cookies.
This regulation comes into effect on May 25, 2018. In addition, the majority of browsers provide the capability to remove cookies on command.
While continuing to invest in the Privacy Sandbox initiative, Chavez stated that Google was working on the new strategy in collaboration with various regulators.
Including the Information Commissioner’s Office and the Competition and Markets Authority (CMA) of the United Kingdom, as well as publishers and privacy groups.
eMarketer Analyst Evelyn
According to a statement released by eMarketer analyst Evelyn Mitchell-Wolf, “Advertising stakeholders will no longer have to prepare to quit third-party cookies cold turkey.”
According to Lena Cohen, a staff technologist at the Electronic Frontier Foundation. Cookies can result in negative consequences for consumers, such as the display of predatory advertisements that target vulnerable populations.
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