GOOGLE REVERSES DECISION TO REMOVE AD-TRACKING COOKIES ON CHROME BROWSER

Wed 24 July 2024:

Google has announced it will no longer eliminate cookies from its Chrome web browser, reversing its four-year effort to phase out the technology that enables businesses to track users online. This decision marks a significant shift from its initial plans to enhance user privacy through the Privacy Sandbox initiative.

Impact on the Advertising Industry

The company had aimed to retire third-party cookies, small pieces of code that record user information, as part of a broader push to improve privacy options in Chrome. However, the proposal raised concerns within the online advertising industry, which feared that alternative technologies might reduce opportunities for ad competition.

__________________________________________________________________________

https://whatsapp.com/channel/0029VaAtNxX8fewmiFmN7N22

__________________________________________________________________________

New Approach to User Privacy

In a blog post on Monday, Google explained that it abandoned the plan after assessing the potential effects on publishers, advertisers, and other stakeholders in the online advertising ecosystem. Instead, the company will offer users the option to block or allow third-party cookies in their browser settings.

“We will introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they can adjust that choice at any time,” stated Anthony Chavez, vice president of Privacy Sandbox. He added that Google is discussing this new approach with regulators and will engage with the industry during the rollout.

Oversight and Future Plans

The U.K.’s primary competition regulator, which has been overseeing the Privacy Sandbox project, indicated that this new direction will provide users with greater control over their privacy settings. Google’s revised strategy aims to balance user privacy with the needs of the online advertising industry.

Background and Industry Context

Initially, Google proposed eliminating cookies to enhance user privacy, but the project faced multiple delays. Chrome, being the world’s most widely used web browser, significantly influences online privacy standards. Other browsers, like Microsoft’s Edge, also rely on Google’s Chromium technology, further amplifying the impact of Google’s privacy initiatives.

SOURCE: INDEPENDENT PRESS AND NEWS AGENCIES

______________________________________________________________

FOLLOW INDEPENDENT PRESS:

WhatsApp CHANNEL
https://whatsapp.com/channel/0029VaAtNxX8fewmiFmN7N22