Google backtracks on blocking third-party cookies. It will discuss a “new path with regulators”
In 2020, Google said it would end support for cookies by early 2022. But now it says that this will have an impact on publishers, advertisers, and everyone involved in online advertising.
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Just when you thought it was getting safe to browse the Internet, Google has reversed plans to dump third-party cookies in Chrome.
Rather than that, Google will instead allow “people make an informed choice that applies across their web browsing”. Exactly what this means, wasn’t made clear.
We mentioned in our earlier article that one possible reason Google was making such a move could be the evolution of data and online privacy laws. However, all Google will say now is that it will be discussing this new path with regulators and will engage with the industry as this rolls out.
All of this boils down to the fact that without the use of cookies, there was little way for the advertising industry to determine our individual preferences to deliver targeted ad campaigns with Google admitting that “this transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising”.
But Google still may have a fight on its hands. Stephen Bonner, Deputy Commissioner at the Information Commissioner’s Office (ICO) said in a post:
We are disappointed that Google has changed its plans and no longer intends to deprecate third party cookies from the Chrome Browser. The new plan set out by Google is a significant change and we will reflect on this new course of action when more detail is available. Our ambition to support the creation of a more privacy friendly internet continues. Despite Google’s decision, we continue to encourage the digital advertising industry to move to more private alternatives to third party cookies - and not to resort to more opaque forms of tracking.
What this means for you
If you’re an advertiser, Google’s decision means you can continue to use any data gleaned from a user’s browsing for targeted ads.
For consumers, Google has promised more “privacy-preserving alternatives”. Unfortunately we have no idea what form this will take (if it ever comes) so we will have to reserve any judgement for now.
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