Singapore – After multiple delays to phase out its use across its own browsers, tech giant Google has stated that it will abandon plans on deprecating third-party cookies and instead introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing.
In a new blog post by Anthony Chavez, VP at Privacy Sandbox at Google, he stated that this updated approach elevates user choice. Moreover, they also recognize that their proposed transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising.
“Early testing from ad tech companies, including Google, has indicated that the Privacy Sandbox APIs have the potential to achieve these outcomes. And we expect that overall performance using Privacy Sandbox APIs will improve over time as industry adoption increases,” he said.
Chaves further added, “As this moves forward, it remains important for developers to have privacy-preserving alternatives. We’ll continue to make the Privacy Sandbox APIs available and invest in them to further improve privacy and utility. We also intend to offer additional privacy controls, so we plan to introduce IP Protection into Chrome’s Incognito mode.”
He also noted that they will continue to work with UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO), publishers, web developers and standards groups, civil society, and participants in the advertising industry in order to materalise this new solution.
It is worth noting that Google had previously announced that it will delay the deprecation of third-party cookies to 2025, with the initial phase-out initially intended to roll out back in 2022. At the time, multiple industry leaders have remarked that the advertising scene should continue to adopt to changes and experiment on new platforms encouraging the use of zero and first-party data.
