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Google's U-Turn on Third-Party Cookies
2024-07-23 19:55:07
Tech
Privacy

Google's U-Turn on Third-Party Cookies

Google's initial plan to eliminate third-party cookies on Chrome faced backlash from stakeholders, leading to a reversal. Concerns over market dominance and reliance on traditional cookies prompted Google to keep third-party cookies while offering users the option to disable them.

The move aims to balance ad revenue and privacy, although decentralized tracking technologies like Futureverses' 'doughnut' provide alternatives. Industry experts emphasize the necessity for advertisers to invest in privacy-focused solutions amidst the evolving landscape.

Related news on that topic:

Google Abandons Plan to Eliminate Third-Party Cookies in Chrome

Google has officially given up on its plan to eliminate third-party cookies in Chrome. The decision comes after facing criticism from advertisers, who were concerned about giving Google too much power. As the world's largest ad platform, Google prefers to maintain third-party cookies to avoid antitrust issues, despite privacy concerns. Instead of deprecating third-party cookies, Google will introduce a user-choice prompt in Chrome, allowing users to decide whether to enable them or not. This marks a shift from Google's previous Privacy Sandbox plan. The UK regulator, CMA, is reviewing the impact of Google's new approach. In addition, Google plans to add anti-IP tracking in Incognito Mode. The decision to abandon the plan has significant implications for publishers, advertisers, and ad-tech companies. Google argues that personalized advertising is something people enjoy and use. The API access will remain open, and initial tests of the Privacy Sandbox APIs have shown potential for improvement with industry acceptance.

Google Retracts Plan to Remove Third-Party Cookies in Chrome

Google has decided not to ban third-party cookies in its Chrome browser, instead opting to allow users to manage their cookie settings centrally. The original plans for a cookie-less solution did not receive full support from competition watchdogs or the advertising industry. Cookies, which store information about user browsing habits, have long been criticized by privacy advocates. Websites and apps must obtain user consent before storing and using cookies for advertising purposes. However, many users find the cookie consent pop-ups annoying and often dismiss them without consideration. Google's initial plan to eliminate tracking of individual user behavior received support from privacy advocates but faced criticism from the advertising industry and competition regulators concerned about Google's dominant position. Google's updated approach now focuses on empowering users to make informed decisions that apply to their entire internet browsing experience. The company will present this plan to regulatory authorities for review. The decision to retain third-party cookies in Chrome has disappointed privacy advocates, who saw their elimination as a step forward for consumers.

The press radar on this topic:

ExtremeTech
23. Juli 2024 um 15:55

Google Won't Kill Third-Party Cookies After All

Technology
Economy
Google abandons plan to eliminate third-party cookies on Chrome, offers users choice between cookies and Privacy Sandbox APIs. Initially proposing to drop support for third-party cookies in 2020, Google now allows users to make the decision. After failed replacements like FLoC, Google recognized the difficulty of phasing out third-party cookies due to stakeholder cooperation issues. Google's new approach focuses on user choice and includes new privacy features like IP protection in Incognito M..
Inc.com
23. Juli 2024 um 16:32

Google Keeps its Cookies, Dems Dropping Tesla, and More

Technology
Economy
After many years of deliberation, Google announced it will not be getting rid of third-party cookies on its popular Chrome internet browser. Cookies, small bits of code that  help track users' browsing patterns, are prized by the tech giant's advertising partners because they help them target their ads across Google's networks. We take a closer look at what this means for the digital ad ecosystem and the overall state of online privacy efforts. Here's what else we're keeping an eye on today:
Inc.com
23. Juli 2024 um 17:35

Google's Plan to Get Rid of Cookies Crumbles

Technology
Economy
Google initially planned to end third-party cookie tracking on Chrome, replacing it with a new "Privacy Sandbox" system. However, this faced backlash - Google's U-turn was forced by digital-advertising companies and regulators, Adobe research found 75% of marketers still rely on traditional cookies, and regulators were concerned Google could abuse its market dominance as a search engine, office tools, and AI giant in addition to an ad company. Google has now reversed course, keeping third-party..
Spiceworks Inc
23. Juli 2024 um 18:59

Google Makes a U-Turn, Won’t Deprecate Third-Party Cookies

Technology
Despite Google's announcement, the industry consensus is that the fundamental dynamics have not changed. Advertisers should invest in alternative, privacy-focused solutions that allow independent scaling, as the cookieless future is inevitable.
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