Google won’t finish third-party cookies in Chrome in any case, it stated on Monday. As a substitute, Google introduced in a press release that it’ll introduce a brand new expertise within the browser that may allow customers to make knowledgeable selections about their internet shopping preferences. Google stated ending cookies would have a damaging impression on on-line publishers and advertisers. The announcement marks a major shift from Google’s earlier plan to section out third-party cookies in early 2025.
“[We] A more moderen method is being proposed to enhance consumer selection,” wrote Anthony Chavez, Google’s vice chairman of privateness sandbox applications. “We won’t deprecate third-party cookies, however will introduce a brand new expertise in Chrome that permits individuals to make knowledgeable selections that apply to their whole internet shopping, they usually can alter that selection at any time. We’re in discussions with regulators This new path will interact with business as it’s rolled out.
Chavez wrote that Google will now concentrate on giving customers extra management over their shopping information. This contains further privateness controls equivalent to IP safety in Chrome’s incognito mode and continued enhancements to the Privateness Sandbox API.
Google’s choice gives some respiratory area for advertisers and publishers who depend on cookies to focus on adverts and measure effectiveness. The corporate’s plans to eradicate third-party cookies have confronted regulatory hurdles over the previous few years. 最初，Google 會在2022 年底之前使用這些cookie，但最後期限是2024 年底，然後是由於利益相關者（包括廣告商、出版商和英國競爭與市場管理局(CMA) 等監管機構）的各種挑戰和feedback.
In January 2024, Google launched a brand new function referred to as “Monitoring Safety”, which by default restricts using third-party cookies by 1% of Chrome customers world wide. This transfer is taken into account step one in the direction of the entire elimination of cookies. Nevertheless, issues and criticisms concerning the readiness and effectiveness of Google’s Privateness Sandbox, a set of APIs designed to switch third-party cookies, have led to additional delays.
The CMA and different regulators have expressed issues about Google’s privateness sandbox, fearing it might limit competitors and provides Google an unfair benefit within the digital promoting market. These issues have resulted in prolonged assessment durations and extra scrutiny, complicating Google’s timeline for phasing out third-party cookies. Shortly after Google introduced the information on Monday, the CMA stated it was “contemplating” the implications of Google’s change of path.
