Google backs down plans to remove third-party cookies from Chrome DW July 23, 2024

Google has announced plans to continue deploying user-tracking cookies on its Chrome internet browser, after years of planning to gradually phase them out.

“Rather than eliminating third-party cookies, we're introducing a new experience in Chrome that gives users the ability to make informed choices that apply across their web browsing, and adjust those choices at any time,” Anthony Chavez, vice president of the Google-backed Privacy Sandbox Initiative, said in a blog post on Monday.

“We are discussing this new path with regulators and will engage with the industry as we roll it out,” he added.

Cookies are small pieces of code that collect information from users of the Chrome browser. This feature has underpinned much of the digital advertising ecosystem, allowing websites to track users and target them with ads.

Google's cookie deletion plan

Google was the first to announce plans to phase out so-called third-party cookies in 2020.

The plan has raised concerns from advertisers, who argue it would hinder their ability to collect user data for personalized advertising and make them reliant on Google's user database.

The UK's Competition and Markets Authority (CMA) said the plans would hinder competition.

Chavez said he was working with the CMA, website operators and data privacy organisations to find new approaches to the issue.

Google begins work to find solutions to protect user privacy

Google's parent company, Alphabet, has launched a “Privacy Sandbox” initiative to support online advertising while enforcing data privacy.

The European Union's General Data Protection Regulation (GDPR) means that website operators will have to get explicit consent from users before storing cookies, a move that has been met with mixed reactions.

Some believe cookies are harmful to consumers. “Google's decision to continue to allow third-party cookies even though other major browsers have been blocking them for years is a direct result of the company's advertising-driven business model,” Lena Cohen, a member of the Electronic Frontier Foundation's technical staff, told Reuters.

Some of Google's competitors, such as Apple and Mozilla, block third-party cookies by default in their respective browsers, Safari and Firefox. Cookies can be enabled by users in each internet browser.

tg/rm (dpa, Reuters)

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