Google announced back in 2023 that it would eliminate third-party cookies in Chrome, which would allow the company to better track our online activities and serve more targeted ads. But in a surprising announcement on Monday, the tech giant said it would abandon plans to do away with third-party cookies entirely under its Privacy Sandbox project in favor of a more customized experience that would allow users to adjust some online Tracking methods.
Google’s Anthony Chavez announced: “Instead of deprecating third-party cookies, we will introduce a new experience in Chrome that allows people to make informed choices that apply to their entire web browsing, and they can adjust that choice at any time.” In a blog post. “We are discussing this new path with regulators and will engage with industry as it is rolled out.”
Why is this important? Cookies are the backbone of the commercial Internet because they enable targeting that was previously impossible in broadcast media such as radio and television in the 20th century. Cookies allow advertisers to say they want to target people who have recently purchased fishing gear or searched for a trip to Spain. Armed with this information, companies can make more narrow attempts to obtain their products and services
When it comes to this custom experience in Chrome, details are still scarce. But the Privacy Sandbox will continue as a project to provide consumers with an alternative way to opt-in. Agencies discuss these changes. The tech company plans to discuss the future of ad tracking with major companies soon, Digiday reported.
“We are grateful to all the organizations and individuals who have worked with us over the past four years to develop, test, and adopt the Privacy Sandbox,” Chavez wrote on Monday. “We will continue to consult with the CMA, ICO and other regulators around the world as we finalize this approach. We look forward to continuing to work with the ecosystem on the next stage of our journey to a more private network.
