Third-party Cookies Are Here To Stay

Google has announced a notable change in its strategy regarding third-party cookies, specifically affecting users in the UK. The company stated that they will not proceed with earlier plan to phase out third-party cookies in Chrome. Instead, Google is introducing a new feature that will give UK users more control over their data sharing across their web browsing.

In a recent blog post issued, Google detailed that this updated approach will allow users to make informed choices about third-party cookies. They will be able to opt in or out based on their preferences, with the option to adjust these settings at any time. This decision follows extensive feedback from various stakeholders in the UK, including regulators such as the Competition and Markets Authority (CMA) and the Information Commissioner’s Office (ICO), as well as publishers, web developers, and other industry participants.

Even though third-party cookies will remain in use, Google is continuing to support its Privacy Sandbox initiative. The Privacy Sandbox, which was developed to offer alternatives to third-party cookies, will still be available. Google plans to maintain and enhance the Privacy Sandbox APIs, with further investment aimed at improving privacy and functionality. Additionally, new privacy controls, including IP Protection in Chrome’s Incognito mode, are set to be introduced.

The new user choice feature is designed to enhance online privacy while preserving a dynamic ad-supported web. Google’s goal is to strike a balance between improved privacy and a thriving ecosystem that benefits publishers, advertisers, and users alike.

While repeated delays were welcomed by many advertisers and ad tech providers to buy them more time to get ready for a cookieless future, others who already invested a lot of time and money won’t appreciate that their efforts have been wasted. However, it is unlikely that this is the last we’ve heard on this as the ICO already expressed disappointment regarding this decision in a recent statement.

As these developments unfold, ongoing collaboration between Google, UK regulators, and industry stakeholders will be essential in shaping the future of online privacy and advertising. The timeline for the rollout of this new feature remains unclear, suggesting that Google may be proceeding with caution after previous delays related to its cookie phase-out plans.

If you have any questions or need further insights on how these changes might impact your strategies, please reach out to us at hello@summitmedia.com.