Google is not going to kill third-party tracking cookies in Chrome

Google has decided not to fully put a stop to third-party tracking cookies in its web browser Chrome. Instead, the search engine maker will give users the option to either consent to installing tracking cookies or not.

That’s what Anthony Chavez, vice president of Google’s Privacy Sandbox, says in a blog post.

For years, Google has been promising to put an end to third-party tracking cookies in its web browser. These cookies are currently being used to see what websites users have been visiting in order to offer them personalized ads.

Over the last few years, web browsers like Safari and Firefox have already disabled third-party tracking cookies. Google, on the other hand, has developed several alternatives to this technology, such as Federated Learning of Cohorts (FLoC) and the Privacy Sandbox.

The most realistic and viable option to improve internet users’ privacy and support a competitive and thriving marketplace that works for publishers and advertisers, is the latter.

With its Privacy Sandbox, Google promises to provide relevant advertisements for users and simultaneously guarantee their privacy and anonymity.

They are no longer closely tracked by obtaining their browsing history and analyzing tracking cookies.

In a nutshell, Google is going to offer personalized ads based on users’ interest for one specific week.

“We expect that overall performance using Privacy Sandbox APIs will improve over time as industry adoption increases. At the same time, we recognize this transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising,” Anthony Chavez points out.

With that in mind, Google is going back on its promise to cease installing third-party tracking cookies via Chrome. Rather, the company is proposing “an updated approach that elevates user choice.”

“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,” Chavez promises.

Google is discussing its new idea with regulators across the globe and assures it will engage with the advertising industry as well. In the meantime, Google is continuing to make Privacy Sandbox APIs and further improve privacy and utility, like introducing IP Protection into Chrome’s Incognito mode.