Google has decided to keep third-party cookies, which track user activity without consent, on Google Chrome. Instead, the company introduced a one-time prompt for users to set preferences across their browsing experiences.
The tech giant had initially promised to phase out the technology within two years but has since extended its timeline multiple times due to concerns from the ad industry and regulatory issues related to cookie alternatives in Google’s Privacy Sandbox.
Google faced backlash from regulators and industry stakeholders when they announced plans to introduce a new “experience” instead of discontinuing third-party cookies. The UK’s Competition and Markets Authority (CMA) will carefully consider Google’s approach and welcome input on potential implications for consumers and markets.
Meanwhile, the advertising and publishing industry is concerned about how Privacy Sandbox will impact ad effectiveness and campaign performance. A recent gap analysis by the IAB Tech Lab showed that switching from third-party cookies to Google’s Privacy Sandbox would significantly hinder digital advertising.
Google’s latest experiments with Privacy Sandbox APIs show progress in driving performance without reliance on third-party cookies. Combining remarketing with other strategies like optimized targeting and affinity audiences showed better returns. Publishers can also mitigate revenue losses by using first-party data with Privacy Sandbox APIs. Google plans to continue improving and refining these technologies in the coming months.
