Google’s plan to stop cookies in the Chrome browser is ultimately going nowhere. The tech giant is accommodating publishers and ad providers with this. Users will now have an option for a more privacy-sensitive browser experience.
According to Google, stopping (tracking) cookies has major implications for publishers and other online advertisers. Therefore, the plan to abolish cookies by 2025 will not be continued. To accommodate these parties, Google proposes not to phase out cookies in Chrome but to develop a new idea for more end-user privacy.
The idea presented now puts the choice of more or less privacy in Web visits with the end users themselves. Within the Chrome browser, users will be given a new option to choose whether they want more privacy and adjust this choice at any time. What this looks like in technical terms is currently being researched.
Remarkable step
Google’s move is remarkable, as the tech giant has invested heavily for years in more privacy options for its end users by developing the so-called Privacy Sandbox APIs. According to the tech giant, these Privacy Sandbox APIs work satisfactorily and are getting better over time, but at the moment, they still provide too many disadvantages for publishers and online advertisers. Hence, Google is changing its tack.
In the near future, Google will keep its Privacy Sandbox APIs available and continue to invest in improving privacy and usability. The tech giant will also eventually introduce new privacy controls and IP Protection in Chrome’s Incognito mode.
Investigation into new strategy
Meanwhile, the first reactions to the tech giant’s decision to enforce cookies have been made. The British competition regulator is still concerned about the announcement and is going to investigate the new strategy.
Also read: What is the Google Chrome Privacy Sandbox?