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Jul 242 min read

Google Reverses Decision to Remove Ad-Tracking Cookies on Chrome Browser

Google abandons plan to eliminate ad-tracking cookies on Chrome. Privacy Sandbox project halted to address concerns from stakeholders. Users to have the option to block or allow third-party cookies on Chrome.

Google
Credit: AP Photo/Ng Han Guan

This decision marks a sudden shift after four years of efforts to phase out a technology that enables businesses to track users online.


Initially, Google was actively attempting to phase out third-party cookies, which are little pieces of code that capture user data, as part of a larger effort to improve user privacy settings on Chrome. However, the planned proposal, known as Privacy Sandbox, has sparked worries in the internet advertising sector about the potential restrictions it may put on competitors in the digital advertising space.


In a recent blog post, Google announced that it has decided to reject the proposal after considering the potential consequences for publishers, advertisers, and all stakeholders in online advertising. Instead of completely deleting third-party cookies, Google will now give users the option to ban or accept them on their browser.


Anthony Chavez, vice president of Privacy Sandbox, noted that the new approach will give consumers a transparent decision-making process that will apply to their browsing activity, with the ability to change their preferences at any moment. Google is now in conversations with regulators and intends to involve the industry as it implements these reforms.


While advertisers use cookies to deliver adverts to specific internet users, privacy groups claim that cookies can also be used to track users' online behaviour across several websites. Google had first proposed deleting cookies in 2020, but the project's completion date had been delayed multiple times. Chrome is the world's most popular web browser, alongside several browsers based on Google's Chromium technology, including Microsoft Edge.

 

  • Google abandons plan to eliminate ad-tracking cookies on Chrome

  • Privacy Sandbox project halted to address concerns from stakeholders

  • Users to have the option to block or allow third-party cookies on Chrome


Source: AP NEWS

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