Google cookie reversal: a barrier to privacy? Google has decided not to drop support for third-party cookies, which the advertising industry uses to track and target users based on their browsing habits.
Originally announced in 2020, Google’s plan to remove third-party cookies aims to improve user privacy. Google cited advertiser feedback as a key reason for this decision.
Thus, Google lead The Privacy Sandbox initiative, which aims to provide web standards that allow websites to access user’s information while protecting privacy. Its primary goal is to enable online advertising by sharing limited user information without relying on third-party cookies.
Privacy Sandbox VP Anthony Chavez announced that instead of dropping third-party cookies, Google will offer an alternative in Chrome. This allows users to choose their appropriate privacy settings and change them at any time.
Movement for an Open Web (MOW) co-founder James Rosewell sees the decision as an admission that Google’s plans to dominate the Open Web have failed. Lena Cohen from the Electronic Frontier Foundation (EFF) also criticized Google’s decision because both Safari and Firefox have blocked third party cookies by default.
While Google’s move to phase out third-party cookies highlights the tension between third party advertisers and users, it also highlights how difficult it is to resolve these competing interests. With Privacy Sandbox initiative, Google aims to enhance user’s privacy because of the criticism they have faced from various organizations without having a complete fallout with advertising industry.
