Search leader Google has announced an update to its third-party cookies deprecation plans for its Chrome browser. The company has now shared that it no longer plans to eliminate cookies from the internet browser that allow online activity tracking of users. Instead, the company stressed the development of Privacy Sandbox in its latest blog post.
According to Anthony Chavez, VP of Privacy Sandbox, the company plans to improve privacy while allowing ad-supported content in the online space that supports publishers and businesses and offers a wide variety of content to people. The company has garnered feedback from the Competition and Markets Authority (CMA) and Information Commissioner's Office (ICO) of the UK, web developers, publishers, advertising sector and other stakeholders for the process.
Google noted the application programming interfaces (API) of Privacy Sandbox can effectively serve the interests of users and other stakeholders. In this initiative, the company announced an updated approach for cookies. "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," the blog post noted.
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"We're discussing this new path with regulators, and will engage with the industry as we roll this out," Google added. While developers must offer "privacy-preserving alternatives", Sandbox APIs will continue to improve with additional privacy controls and plans for IP Protection in Chrome's Incognito mode. The company has been developing and testing Privacy Sandbox for over four years.
The U-turn move comes amid advertisers' concerns claiming that removing cookies will restrict data collection for showing personalised ads to users and shift dependence on Google's database for this purpose. While this data can be used for advertising purposes, critics argue these can serve as a surveillance tool.
Umair Mohammed, CEO & Founder, Nitro Commerce, said, "While deprecation has been delayed, we still have to understand that the world is moving towards a privacy-centric and consented user base. Slowly the onus will fall on people to opt in or opt out from third-party cookies, and as far as we understand and have seen Apple’s ITP about 80% always opt out. So enablers will still recalibrate to Privacy Sandbox APIs and brands should start thinking about First party Data and Privacy centric tracking technologies, that’s the only way forward".