In a move that has left regulators disappointed and advertisers relieved, Google has abandoned plans to eliminate third-party cookies from its Chrome browser. Due in part to the “impact on publishers, advertisers, and everyone involved in online advertising”, Google will instead take another approach that puts the choice back in the hands of users.
Years of Delay and Scepticism
Since early 2020, Google has been forewarning of their plan to phase out third-party cookies in Chrome. The browser, which is thought to have more than 65% market share, would automatically prevent websites from placing cookies onto a user’s device. Therefore, protecting user privacy at the expense of data collation for brands.
Brands, agencies, publishers, and platforms had been racing against the clock to find other ways of collecting data, analysing behaviour, and reaching prospective customers online. It was thought that this would be done through the technology being built within Google’s Privacy Sandbox project. But those within the industry had been vocal about the challenges that come with eliminating cookies by the end of 2024.
As a result of industry scepticism and the slow adoption of the technology within their Privacy Sandbox, Google delayed the elimination of third-party cookies on three occasions. With this came anger from regulators and frustration within the industry, much of which had been spending considerable time and money preparing for a cookie-less future.
A Stay of Execution for Cookies
On July 22nd, Google announced a u-turn that would see the survival of third-party cookies on Chrome. Instead of automatically blocking such cookies, Google will now take an approach that “elevates user choice”. Whilst Google has provided few details, many suspect that this will be achieved by giving Chrome users a choice following the initial install of Chrome or perhaps at the start of each browsing session.
Of course, the impact of “elevated user choice” will depend upon how Google chooses to implement this and user’s familiarity of cookies. A 2023 study by Thales revealed that over 50% of those surveyed always accepted cookies. Whilst some likely did this due to the functionality some provide, it is thought that most do not understand how such tracking may be used by brands.
In their announcement of the change, Google cautioned brands to continue developing “privacy-preserving alternatives”. This is particularly important as other browsers, such as Firefox or Safari, already block third-party cookies. Plus, with greater choice an increasing number of Chrome users are likely to block them in the future. For brands, therefore, cookies continue to be an increasingly unreliable and archaic approach to data collection despite their stay of execution.
