Instead of completely eliminating third-party cookies, Google will introduce new features in Chrome designed to enhance user choice regarding their web browsing privacy.
Key Points:
- New Approach: Google will focus on providing users with an “informed choice” experience, allowing them to decide on their cookie preferences across their web activities.
- Delayed Timeline: Originally, Google aimed to phase out third-party cookies by 2022, but this has been delayed multiple times due to concerns from advertisers and regulatory challenges.
- Privacy Sandbox: Google will continue to develop its Privacy Sandbox APIs, aimed at offering privacy-preserving alternatives to cookies, without completely abandoning third-party cookies.
- Regulatory Scrutiny: The UK’s Competition and Markets Authority (CMA) had expressed concerns that eliminating third-party cookies could reduce competition in digital advertising. The CMA is currently reviewing Google’s new user-choice prompt plan.
- Enhanced Privacy Controls: Chrome’s Incognito mode will receive additional privacy features, including IP Protection.
Google’s revised plan emphasizes balancing privacy improvements with the needs of publishers and advertisers, reflecting ongoing discussions with regulators. Further details on the new user-choice options in Chrome will be released as they become available.
