Google has reversed its decision to eliminate cookies from its Chrome web browser, ending a four-year effort to enhance user privacy. This sudden change comes after significant pushback from advertisers and regulators.
On Monday, Google announced a “new path for privacy,” allowing users to choose whether to turn cookies on or off but ultimately retaining them within Chrome. This marks a shift from Google’s 2020 promise to phase out all cross-website cookies within two years, similar to Apple’s approach of blocking third-party tracking by default in its Safari browser.
Cookies, small text files placed in users’ browsers to track online behavior, are crucial for advertisers to monitor users across various websites and target them with personalized ads. The initial plan to eliminate cookies faced opposition from the digital advertising, ad tech, and publishing industries. They argued that this move would damage their business models, give Google an even more significant advantage in consumer data collection, and compel them to pay more for Google’s ad-targeting services.
The project experienced delays, and in 2021, UK regulators investigated whether Google’s plans were anti-competitive. Although Google eventually alleviated the UK competition authority’s concerns, its first attempt to replace cookies, known as “Floc,” was abandoned due to privacy concerns. The timeline was extended again in 2022 to give advertisers more time to adapt.
Despite Google’s continued efforts and a February statement indicating it had begun to remove some cookies with plans to phase out all third-party cookies by the end of the year, the UK Information Commissioner’s Office (ICO) raised issues with the proposed replacement technologies, describing them as “deeply flawed.” This contributed to Google’s decision to cancel the plan.
Google’s Anthony Chavez, head of the Privacy Sandbox project, acknowledged that this transition involves significant work and affects publishers, advertisers, and everyone in online advertising. He emphasized that the updated approach prioritizes user choice and that Google engages with regulators and the industry to implement this new strategy.
ICO deputy commissioner Stephen Bonner expressed disappointment over Google’s reversal, noting that blocking third-party cookies would have benefited consumers. He urged the digital advertising industry to adopt more private alternatives to third-party cookies and warned against using more opaque tracking methods. The ICO will monitor industry responses and consider regulatory action for any systemic non-compliance, including against Google.
The UK’s Competition and Markets Authority is evaluating the impact of Google’s announcement and is inviting feedback until August 12.
This decision highlights the ongoing tension between enhancing user privacy and maintaining the business models of online advertisers. As Google navigates these challenges, the industry seeks a balance that protects user data while supporting digital advertising’s needs.
