For years, Google planned to remove third-party cookies, which advertisers use to track users across websites and target ads. These cookies are small data files stored on browsers.
In 2020, Google announced it would phase out these cookies by 2022. Their goal was to develop a solution that balanced user privacy with a sustainable online ad market.
They created the “Privacy Sandbox” initiative to achieve this.
Google initially expressed confidence in replacing cookies with methods like “Federated Learning of Cohorts,” which groups users with similar browsing habits for ad targeting. However, they delayed the phase-out twice due to concerns from advertisers who needed more time to adjust.
This week, Google announced a complete reversal. After considering feedback from advertisers and regulators, they’ve decided to keep third-party cookies.
They acknowledge the complexity of transitioning to new systems and the impact it would have on the online advertising industry.
Moving forward, Google plans to introduce a new feature in Chrome that empowers users to control their privacy settings across the web. This feature will be adjustable and users can modify their preferences at any time.
Google will collaborate with regulators and industry partners as they develop and implement this new approach.
