Google recently announced a significant change to its privacy policy: the company will no longer eliminate third-party cookies in Chrome.
This decision, which reverses years of planning and testing, aims to give users more control over their privacy on the web. In this post, we’ll discuss the implications of this change and what it means for corporate websites .
Google's policy reversal
For years, Google has been determined to eliminate third-party cookies, a widely used tool for tracking and ad personalization. However, after multiple delays and challenges, the company has decided to take a new approach. Anthony Chavez, VP of Privacy Sandbox at Google, said :
“We’re proposing an updated approach that elevates user choice. Instead of eliminating third-party cookies, we’re introducing a new experience in Chrome that lets people make an informed choice that applies to all of their web browsing, and they can adjust that choice at any time.”
This new strategy puts privacy control in the hands cryptocurrency data of users, allowing them to set their privacy preferences, which will be applied to all their browsing activities.
The decision was made following extensive feedback from a range of stakeholders, including regulators such as the UK Competition and Markets Authority (CMA) and the Information Commissioner’s Office (ICO), as well as publishers, web developers, standards groups, civil society and advertising industry participants.
Continuation of the Privacy Sandbox project
Despite this change in direction, Google remains committed to its Privacy Sandbox initiative. The goal of the Privacy Sandbox is to develop and offer APIs that improve privacy protection and usability for those who choose to use them.
Additionally, Google plans to introduce IP Protection in Chrome's Incognito mode, further increasing users' privacy options.
Google's tests of Privacy Sandbox technologies have shown promising results:
89% recovery in advertiser spend on Google Display Ads;
97% conversion recovery per dollar on Google Display Ads;
55% recovery on remarketing spend on Google Ads.
These results indicate that Privacy Sandbox technologies can offer viable alternatives to third-party cookies while preserving ad performance and monetization.
Impact on the digital marketing sector
Google’s decision to keep third-party cookies will have significant implications for the digital industry. Advertisers and publishers who were preparing for a cookie-free future will need to reevaluate their strategies.