Google announced on Monday that it is abandoning its long-discussed plan to prohibit tracking 'cookies' on its Chrome browser, a decision made after years of opposition from online publishers and inquiries from regulatory bodies.
Cookies are small pieces of code that enable third-party companies to monitor Chrome users' online activities. This data is utilized by third-party publishers and websites to facilitate their advertising sales. These cookies have been criticized by privacy advocates as a breach of privacy and are strictly controlled in the EU and other regions, with websites requesting user consent for their use.
In January 2020, Google introduced its 'Privacy Sandbox' initiative as a more privacy-focused alternative, which would not track users individually. However, the rollout of this project has been postponed multiple times. Online publishers, who extensively use cookies, contended that this initiative would enhance Google's market dominance, as it possesses vast amounts of consumer behavior data inaccessible to others.
Instead of eliminating third-party cookies, Google will 'offer a new experience in Chrome that allows users to make an informed choice applicable to their entire web browsing,' according to a blog post by Google vice president Anthony Chavez. This proposal is pending approval from regulators, particularly in Britain and the EU, which have initiated investigations into the proposed new practice.
The search engine giant clarified that it is not discontinuing its 'Privacy Sandbox' projects and will continue to make them available to third-party websites. If approved, '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,' Google added.
