Cancellation leads to postponement: Google sees finally off of his plan to remove support for third-party cookies, or advertising cookies, from Chrome.
Google appears to have succumbed to advertisers – the company’s largest source of revenue – who say they find it difficult to show personalized ads without cookies.
The plan to phase out third-party cookies had already suffered damage. The British market regulator CMA decided earlier this year that cookie tracking will no longer be removed from the browser in 2024. The regulator disagrees with how Google envisions the future version of Chrome.
Google wanted, in short, to nest a new and fully-fledged advertising system in the browser. That would follow the interests of the consumer, put that person in an anonymized box (Privacy Box) and make the data available to advertisers. For a fee. However, the CMA believes that this new system is disruptive to the market.
The regulator already found in 2020 that the tech giant was taking unfair advantage of advertising data via the browser. The intention was once to release the new version of Chrome in 2022. That became 2023 and then 2024.
Rather than phasing out third-party cookies, Google wants to introduce a new experience in Chrome “that helps people make informed choices.”
There is a plan for IP protection, in which at least the user’s IP address is anonymized.
In the European Union, the use of cookies is regulated by the General Data Protection Regulation (GDPR), which requires publishers to obtain explicit consent from users to store their cookies.
Google says it is working with regulators including the UK’s CMA and the European Commission, publishers and privacy groups on the new approach, while continuing to invest in its Privacy Sandbox program. No concrete steps have been taken yet.
Source: www.emerce.nl
