Google Abandons Plan to Phase Out Third-Party Cookies in Chrome

Google Abandons Plan to Phase Out Third-Party Cookies in Chrome

Google on Monday abandoned plans to phase out third-party tracking cookies in its Chrome web browser more than four years after it introduced the option as part of a larger set of a controversial proposal called the Privacy Sandbox. "Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they'd be able to adjust that choice at any time," Anthony Chavez, vice president of the initiative, said. "We're discussing this new path with regulators, and will engage with the industry as we roll this out." The significant policy reversal comes nearly three months following the company's announcement that it intends to eliminate third-party cookies starting early next year after repeated delays, underscoring the project's tumultuous history. While Apple Safari and Mozilla Firefox no longer support third-party cookies as of early 2020, Google has had a tougher time turning it off owing to its own prominent role as a web browser vendor and an advertising platform. The company's idea of balancing online privacy vis-à-vis an ad-supported internet using Privacy Sandbox has courted scrutiny from regulators, advertisers, and privacy advocates, prompting it to redraw the contours of the cookie-replacement technology several times over the past few years. Last month, Austrian privacy non-profit noyb (none of your business) said it merely shifts the control from a third-party to Google and that it can still be used to track users without giving them an option to consent in an informed and transparent manner. Apple, which has introduced advanced tracking and fingerprinting protections in Safari, has been critical of Topics API, a crucial aspect of Privacy Sandbox that sorts users' interests into an ever-evolving list of predefined topics based on their browsing histories in order to serve personalized ads. "The user doesn't get told upfront which topics Chrome has tagged them with or which topics it exposes to which parties," Apple's John Wilander said, noting how it can be used to fingerprint and re-identify users as well as profile their cross-site activity. Specifically, it pointed out implementation loopholes that could potentially allow a data broker embedded in websites to capture a user's changing interests over time by periodically querying the Topics API and creating a permanent profile by combining it with other data points. "Now imagine what advanced machine learning and artificial intelligence can deduce about you based on various combinations of interest signals," Wilander said. "What patterns will emerge when data brokers and trackers can compare and contrast across large portions of the population?" "We think the web should not expose such information across websites and we don't think the browser, i.e. the user agent, should facilitate any such data collection or use." Privacy Sandbox has also faced regulatory hurdles over concerns that the technology could give Google an unfair advantage in the digital advertising market and limit competition, complicating the rollout process further. The development is an admission from Google that gaining industry-wide consensus around a single solution is more challenging than it sounds. A pivot from cookies "requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising," it said. The U.K. Competition and Markets Authority (CMA), which is closely overseeing the changes being made by the search giant, said it's evaluating the impact of the new announcement. "Instead of removing third-party cookies from Chrome, it will be introducing a user-choice prompt, which will allow users to choose whether to retain third-party cookies," the CMA said. "The CMA will now work closely with the [Information Commissioner's Office] to carefully consider Google's new approach to Privacy Sandbox."

Google no longer plans to end support for third-party cookies in Chrome - SiliconANGLE

Google no longer plans to end support for third-party cookies in Chrome Google LLC has scrapped its plans to phase out Chrome's support for third-party cookies. The company disclosed the decision today. It detailed that some of the technologies built as part of Privacy Sandbox, the development initiative through which it planned to phase out third-party cookies, are still set to become available in Chrome. The change in course follows reports that the initiative is facing renewed scrutiny from UK regulators. Third-party cookies are small files that advertisers install on users' devices to collect data about their online activity. The collected data is used to deliver targeted ads. Unlike standard cookies, third-party cookies allow a brand to gather information about user activity from not only its own website but also online properties operated by third parties. Google first floated the idea of ending Chrome's support for the technology in 2020. The plan was to reduce the amount of data that brands can collect about consumers and thereby improve online privacy. Google launched its Privacy Sandbox initiative to develop a new, more privacy-friendly way for brands to collect information about consumers' buying preferences. The initial plan was to replace third-party cookies with an artificial intelligence built directly into Chrome. The AI can analyze users' browsing activity to identify their area of interest. From there, the AI can make information about users' areas of interest accessible to advertisers without revealing their browsing histories as third-party cookies do. Anthony Chavez, the vice president of Privacy Sandbox, detailed Google's change of course in a blog post published today. "We recognize this transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising," Chavez wrote. "In light of this, we are proposing an updated approach that elevates user choice." Google originally planned to phase out third-party cookies in Chrome by 2022. It subsequently pushed back the deadline three times, most recently stating in April that support for the technology was set to end early next year. Along the way, Privacy Sandbox became the focus of an investigation by the UK's antitrust watchdog. The Competition and Markets Authority, or CMA, opened a probe in 2021 to determine if the technology might make it more difficult for Google's rivals to compete with its advertising services. To end the probe, the search giant in 2022 agreed to continue the development of Privacy Sandbox under the CMA's supervision. In February, the watchdog stated that Privacy Sandbox still has the potential to harm Google competitors. Another UK regulator, the Information Commissioner's Officer, has reportedly also scrutinizing the initiative. In a draft report leaked earlier this year, it expressed concerns that Privacy Sandbox may not always prevent advertisers from tracking users. Google's new plan for Chrome is to give consumers a choice in what advertising technologies they wish to enable. "Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they'd be able to adjust that choice at any time," Chavez wrote in today's blog post. "We're discussing this new path with regulators, and will engage with the industry as we roll this out." As part of the initiative, Google plans to make a Privacy Sandbox technology called IP Protection available in Chrome's Incognito mode. The technology prevents websites from tracking users' IP addresses. It's expected to roll out in 2025 at the earliest.

Google abandons plan to phase out third-party cookies in Chrome - Times of India

Google has announced it will no longer phase out third-party cookies in its Chrome browser. This decision marks a significant departure from the company's previous stance on user privacy and data protection. The tech giant had initially pledged to eliminate third-party cookies, small data files used to track users online, by 2022. This move was seen as a major step towards enhancing user privacy.However, facing mounting pressure from advertisers and regulatory hurdles, Google has decided to reverse course. Instead of completely eliminating third-party cookies, the company plans to introduce a new system that will give users more control over their data. The details of this new approach are still forthcoming, but it is expected to involve providing users with options to manage how their data is used for targeted advertising. This decision has drawn mixed reactions. While advertisers are relieved at the continuation of a key tool for their business, privacy advocates have expressed concerns about the potential impact on user data protection. Regulatory bodies are also closely examining Google's new proposal to ensure it aligns with privacy laws. The UK's Competition and Markets Authority (CMA) has stated it will carefully evaluate Google's new approach to ensure it complies with privacy regulations. The company will also need to address concerns raised by other regulatory bodies worldwide. What it means for users - More targeted ads: You might continue to see ads that are relevant to your interests, but Google promises to give you more control over this. - Less privacy: While Google says it's about giving you choice, some experts worry this could mean less privacy overall. The TOI Tech Desk is a dedicated team of journalists committed to delivering the latest and most relevant news from the world of technology to readers of The Times of India. TOI Tech Desk's news coverage spans a wide spectrum across gadget launches, gadget reviews, trends, in-depth analysis, exclusive reports and breaking stories that impact technology and the digital universe. Be it how-tos or the latest happenings in AI, cybersecurity, personal gadgets, platforms like WhatsApp, Instagram, Facebook and more; TOI Tech Desk brings the news with accuracy and authenticity.