Google has completely scrapped plans to deprecate third-party cookies in what may be the backflip of the year. Did the tech giant bite off more than it could chew? Here’s the one-minute run-down of what it all means.
Third-party cookies store information about users’ online behaviours. That data is ideally used to make website experiences more personalised and valuable to visitors. Advertisers also use it to show personalised ads.
In January 2020, Google announced it would phase out third-party cookies “within two years”. The company was reportedly working towards a Privacy Sandbox solution to replace the need for third-party cookies. However, after several timeline postponements and criticism from industry and regulatory bodies over the plans, Google appears to be abandoning the idea.
So, what is it doing instead?
Anthony Chavez, VP of Privacy Sandbox at Google, announced last week, “Instead of deprecating third-party cookies, 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. We’re discussing this new path with regulators, and will engage with the industry as we roll this out.”
What that actually means is anyone’s guess. For now, at least for advertisers and brands relying on these cookies for ad targeting, no news is good news. However, it’s critical to keep an eye on further developments that may affect user privacy, publishers, and brand advertising efforts.
For more info, see ABC’s excellent article that explains the situation in more detail: https://www.abc.net.au/news/2024-07-23/google-scraps-decision-to-end-third-party-cookies-on-chrome/104129862
Or the Privacy Sandbox announcement here: https://privacysandbox.com/news/privacy-sandbox-update/
