Google is not stopping third-party cookies in Chrome anytime soon

Background and reason

After years of uncertainty, Google has announced that it will not be deprecating third-party cookies in Chrome for the time being. The change is part of Google's broader Privacy Sandbox initiative, which aims to improve user privacy without compromising the effectiveness of online advertising.

Google had originally planned to end support for third-party cookies in Chrome. These cookies are widely used by advertisers to track users and deliver personalized ads. However, due to the complex nature of the ecosystem and the need for more time to test new technologies, Google decided to postpone this until the second half of 2024.

According to an update on the Google Blog Google will begin testing Tracking Protection, a new feature in early 2024 that will limit cross-site tracking by restricting access to third-party cookies by default for 1% of Chrome users worldwide.

Privacy Sandbox initiative

The Privacy Sandbox initiative aims to develop new technologies that both protect user privacy and enable advertisers to reach their target audiences. Some of the proposed technologies include:

• FLoC (Federated Learning of Cohorts): This system groups users based on similar interests without identifying individual users.
• FLEDGE: An improved version of previous proposals that enables advertisers to reach audiences without third-party cookies.
• Gnatcatcher: A method of masking users' IP addresses to protect their privacy.

Impact on the advertising industry

The delay in deprecating third-party cookies gives advertisers and publishers more time to prepare for the new technologies. Google is working closely with the broader industry, regulators and privacy advocates to ensure the new tools meet privacy and competition standards.

According to an article on Digiday, Google’s goal is to strike a balance between protecting user privacy and supporting the digital advertising industry. This initiative aims to prevent cookies from being replaced by less transparent and more invasive tracking methods like device fingerprinting.

Conclusion

While the eventual phase-out of third-party cookies is still planned, the extra time will provide an opportunity to develop and test robust, privacy-focused solutions. This should ultimately lead to a safer, more private internet experience, while still allowing advertisers to reach their target audiences.

More information about the progress of the Privacy Sandbox can be found on the official google blog.