Google has scrapped its plan to kill third-party cookies in Chrome and will instead introduce a new browser experience that allows users to limit how these cookies are used.
A third-party cookie is data stored in your web browser by a website other than the website you are currently visiting and is usually dropped by tracking scripts and advertisements. These cookies can then be used to track you on other sites utilizing code from the same third-party domain, allowing advertisers to track your browsing habits and interests.
As these cookies are commonly seen as a privacy risk, the European Union’s General Data Protection Regulation (GDPR) act, which went live in 2018, required advertisers to gain user’s consent before using third-party cookies.
In 2019, Mozilla Firefox began blocking third-party cookies by default, followed by Apple Safari in 2020, striking a massive blow to the advertising industry. Google pledged to do the same in the future.
Google started phasing out third-party cookies in Q1 2024, with a gradual phaseout planned to end in Q1 2025. To replace third-party cookies, Google introduced its Privacy Sandbox, which is supposed to be a more anonymous way of tracking a user’s interests for advertising purposes.
However, advertising platforms and companies have been slow to switch to the new Privacy Sandbox platform, and many are still in beta testing.
Google now says that since the transition requires significant work and will impact publishers, advertisers, and any other company involved in online advertising, they are no longer phasing out third-party cookies.
Instead, they plan to roll out a new Google Chrome experience that allows users to restrict the use of third-party cookies.
“In light of this, we are proposing an updated approach that elevates user choice,” Google announced in a blog post today by Anthony Chavez, VP, Privacy Sandbox.
“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.”
It is unclear what this “experience” will be, but it sounds like a global cookie consent system built into Chrome that allows users to opt in and out of third-party cookies.
Privacy advocates, such as the EFF, are unhappy with this decision, saying it demonstrates how Google chooses profits over privacy.
“Google’s announcement underscores their ongoing commitment to profits over user privacy. Safari and Firefox have blocked third-party cookies by default since 2020, when Google pledged to do the same. Third-party cookies are one of the most pervasive tracking technologies, enabling advertising companies and data brokers to collect and sell information about users’ online activities. This can lead to a range of harms, like bad actors buying your sensitive information and predatory ads targeting vulnerable populations.
Google’s decision to continue allowing third-party cookies, despite other major browsers blocking them for years, is a direct consequence of their advertising-driven business model. With nearly 80% of Google’s revenue derived from online advertising, it’s clear why Chrome is putting advertisers’ interests above users’ privacy.”
❖ Electronic Frontier Foundation Staff Technologist Lena Cohen
The EFF recommends users install their Privacy Badger browser extensions, which help block third-party cookies and other online tracking. Users can also use ad blockers like uBlock Origin to block trackers and advertisements.
BleepingComputer contacted Google to learn more about this experience but a reply was not immediately available.
Update 7/23/24: In a statement emailed to BleepingComputer, Stephen Bonner, Deputy Commissioner at the ICO, said they are disappointed with Google’s decision and are closely watching how this develops.
“We are disappointed that Google has changed its plans and no longer intends to deprecate third party cookies from the Chrome Browser.
From the start of Google’s Sandbox project in 2019, it has been our view that blocking third party cookies would be a positive step for consumers.
The new plan set out by Google is a significant change and we will reflect on this new course of action when more detail is available.
Our ambition to support the creation of a more privacy friendly internet continues. Despite Google’s decision, we continue to encourage the digital advertising industry to move to more private alternatives to third party cookies – and not to resort to more opaque forms of tracking.
We will monitor how the industry responds and consider regulatory action where systemic non-compliance is identified for all companies including Google.”
