By V.E.K.Madhushani, Jadetimes News
New Strategy Introduced to Balance Privacy and Ad Tracking
In an unexpected move, Google has abandoned its four year plan to block third party cookies from its Chrome internet browser. This decision has drawn disappointment from the UK's data privacy watchdog.
Cookies are small files stored on a user's computer that allow advertisers to track internet activity and target advertising. Instead of blocking third party cookies, Google will pursue a new approach, providing users with an “informed choice that applies across their web browsing.” The company is currently discussing next steps with regulators.
This shift indicates that Google will not completely abandon its alternative approach to advertising but will allow a third party cookie based system to operate alongside it. Consequently, users will continue to see pop up notifications asking them to enable or disable cookies.
Stephen Bonner from the Information Commissioner’s Office expressed concern over the reversal, stating, “It has been our view that blocking third party cookies would be a positive step for consumers. 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."
Historically, third party cookies, stored by businesses other than the websites being visited, have been crucial for digital advertising. They enable advertisers to track user behavior across multiple websites, creating detailed consumer profiles based on their interests.
Google’s initial plan to replace cookies, known as "Privacy Sandbox," faced significant opposition from rivals and online advertising businesses. Concerns arose that the proposed changes could drive more advertisers to use Google’s proprietary systems. This prompted the UK Competition and Markets Authority (CMA) to intervene in 2021. The CMA secured commitments from Google in 2022 to address these concerns and is now seeking feedback on Google's revised approach.
“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," the CMA stated.
Jeff Green, head of the advertising platform The Trade Desk, praised the decision. “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," he said. "Google seems to finally acknowledge that the best option for them is to give consumers the choice."
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