Google Reverses Plan to Block Third-Party Cookies in Chrome

In a surprising move, Google has abandoned its four-year-old plan to block third-party cookies from its Chrome internet browser. The UK’s data privacy watchdog has expressed disappointment over this decision, which marks a significant shift in Google’s approach to online privacy and advertising.

Cookies are small files stored on a user’s computer that enable advertisers to track internet activity and tailor advertising accordingly. Google’s initial plan was to eliminate these cookies to enhance user privacy. However, the tech giant has now announced a new strategy to provide users with an “informed choice” across their web browsing experience, while continuing discussions with regulators to determine the next steps.

This decision suggests that Google is not completely discarding its alternative approach to advertising, known as “Privacy Sandbox,” but will allow a third-party cookie-based system to operate alongside it. Consequently, internet users can expect to continue seeing pop-up notifications asking them to enable or disable cookies in the future.

Stephen Bonner of the Information Commissioner’s Office commented on the development, 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.”

The Role of Third-Party Cookies

Third-party cookies have long been integral to digital advertising, allowing advertisers to track user behavior across different websites and create consumer profiles based on their interests. As a major player in the online advertising industry, Google’s plan to replace cookies with its “Privacy Sandbox” initiative had been controversial, drawing criticism from rivals and online advertising businesses.