Google U-turn over long-running plan to ditch cookies

In a surprising turn of events, Google has decided to abandon its long-standing plan to eliminate third-party cookies from its Chrome web browser. This decision comes after four years of discussions and planning. The UK's data privacy watchdog expressed disappointment over this change. Third-party cookies are small files that are stored on users' computers by websites other than the ones they are currently visiting. These cookies allow advertisers to track users' online activities and tailor advertisements to their interests. Google is now pursuing a new strategy that aims to provide users with an 'informed choice' regarding cookies while they browse the internet. This means that users will still encounter pop-ups asking whether they want to enable or disable cookies in the future. Stephen Bonner, a representative from the Information Commissioner’s Office, stated, 'We believe that blocking third-party cookies would be a positive step for consumers. ' He acknowledged that Google's new plan represents a significant shift, and they will evaluate this new direction once more details are available. The concept of third-party cookies has been a fundamental aspect of digital advertising, as they enable advertisers to monitor user behavior across various websites. This tracking allows them to create detailed profiles of consumers based on their interests and preferences. Google's initial plan to replace cookies, known as the 'Privacy Sandbox,' sparked controversy among competitors and online advertising companies, who voiced concerns about the potential impact on their businesses. In 2021, the UK's Competition and Markets Authority (CMA) intervened, fearing that Google's plans could lead to an increase in advertisers relying on Google's own advertising systems. In response, Google made commitments in 2022 to address these concerns. Now, the CMA is seeking feedback on Google's revised approach. They stated, 'We will need to carefully consider Google’s new approach to Privacy Sandbox, working closely with the ICO in this regard, and welcome views on Google's revised approach – including possible implications for consumers and market outcomes. ' Jeff Green, the head of an advertising platform called The Trade Desk, welcomed Google's decision. He remarked, 'I have been saying for years now to our industry, to Google, and even to Wall Street that I think it is a strategic mistake for Google to get rid of third-party cookies. ' Green believes that Google is finally recognizing that providing consumers with a choice is the best path forward.