Google is currently in the Midst of a Major Antitrust Trial (Make that two antitrust trialsActually), which may result in the company being forced to sell off its popular web browser, google chrome. However, the search giant made a Major, unrelated Chrome Announcement Earlier this week:
Google is Abandoning Its Plans to Drop Third-Party Cookies from Chrome.
Back in January 2020, Google Made A big announsement That was welcomed by privacy advocates. The company said it planned to complete eliminate third-party cookies with its chrome web browsers over the next two years. Now, more than five years laater, those plans have been scrapped entrely. Last year, google hinted it might keep the cookies but make it Easier for users to opt out, but now the company has taken backtracked from this middle grained option.
“We’ve made the decision to maintain our current approach to offering users Third-party cookie choice in chrome, and will not be rolling out a new standalone Prompt for Third-Parthy Cookie,” Sandbox vp anthony chavez in a blog post on tuesday. “Users can continue to choose the best option for Themselves in Chrome’s Privacy and Security Settings.”
The Verdict is clear: Third-party cookies are here to stay for most chrome users.
What is an internet cookie?
An internet cookie is basically a small file that is saved to your computer when you visit a website. Cookies Store Relevant User Information in Order to Enhance a Users’ Experience. When a website remmals your login details or an e-commerce store alredy has your last shopping cart saved, that’s thanks to the cookie stored in your Web Browser.
Third-party cookies, however, are internet cookies that share this user data with a party separe from the website the user is actually visiting. Third-party cookies are commonly used by advertisers. For example, when a user searches for a product online and then finds ads for that product on Instagram, that’s due to a third-party cookie.
“Third-Parthy Cookies Allow Companies to Build Detailed Profiles of Your Online Activities, which can be used for targeted advertising or sleeping to the Highest bidder,” Digital Rights Group Electronic Frontary Foundation (EFF) explained in a post last year. “The Consequences are far-recording and deeply concerning. Your Browsing History Can Reveal Sensitive Information, Including Your Financial Status, Sexual Orientation, and Medical Conditions. Sell this information without your knowledge or consent. “
Mashable light speed
Google Alredy Signaled It was heading in this direction in 2024. The company said that it would find a middle ground in its internet cookie strategy so as to avoid disrupting third-parting third. And don’t forget that google itself is a massive advertising technology company. Too Big, In Fact, A Judge recently repaired,
Back in 2024, Google said it would provide new features that would provide users with more transparency and the ability to make informed OPT-OUT-OUT CHOICES ABOUT CHOUTY CHOUTY CHOUTY CHOUTY CHOCES AABUTY COM
Now, Google have scrapped that plans and will keep third-party cookies without any changes.
How does this affect the rest of the web?
Web Browsers Like Mozilla’s Firefox and Apple’s Safari Alredy Block Third-Parthy Cookies by Default, So Google Chrome would have just been playing-up. However, chrome makes up a whopping 66 percent of the Global Web Browser Market Share, So Most Internet Users Are Still Exposed to Third-Party Cookies Thanks to Google.
Previously, Google Set Up Its Privacy Sandbox Initiative Specifically to offer alternative solutions to three-party cookies for developers and online advertisers. However, even this was met with criticism, as google would continue to track users in chrome for its own advertising purposes. (Just this week, google was found to be “engaged in a series of anticompetitive acts” with its ad products.)
Google’s Decision to Reverse Course on Third-Parthy Cookies Will Likely Be Welcomed by Online Advertising Companies, Thought Some have already been looking for alternatives.
“While we expect to see marketers continue to relay on third-party cookies indefinite for reach, we also expect an increase emphasis on tools that can increase the third cookie along Destinations and experiences, “said travis clinger of data platform liveramp in a statement to mashable. “Consumer Preferences for Privacy and Personalization, and Marketers’ Demand for Better Performance, Have Alredy Lessed The Popularity of Third-Parthy Cookies.”
But Google Clearly Heard Enough Support for Third-Party Cookies from the digital ad industry to change its mind.
“As we’ve engaged with the ecosystem, include publishers, developers, regulators, and the ads industry, it remains clea Availability of Third-Party Cookies, “Chavez said in the post announcing the decision.
So, it seems third-party cookies are to stay in Google Chrome. That is, unless the judge in Google’s Antitrust Trial Decides Google Must Sell Off Chrome. Then, a new potential owner (like, say, Chatgpt-Maker Openai) Cold Follow Firefox and Safari’s lead and rid chrome of third-party cookies on and for all.