- Google has changed its privacy policy to let users manage cookie settings, moving away from eliminate third-party cookies.
- The UK Competition and Markets Authority extended its feedback period on Google’s cookie policy until 12 August.
OUR TAKE
Google has taken a new direction in managing user privacy on its Chrome browser. Instead of eliminating third-party cookies, which are central to digital marketing, Google is introducing a choice-based system that allows users to control their privacy settings.This pivot reflects Google’s adaptive approach to balancing user privacy with the needs of the digital advertising industry. Some critics have expressed concern that Google’s move may be short-sighted in terms of addressing broader privacy issues. Nonetheless, this development opens up discussions about the balance between privacy and commercial needs in the evolving digital landscape, and signals a significant shift in how user data may be managed and used in the future.
–Heidi Luo, BTW reporter
What happened
Google has revised its approach to user privacy in its Chrome web browser, with its decision to retain third-party cookies while allowing users to choose their privacy settings. This decision marks a shift from the company’s previous plan to eliminate cookies altogether as part of its Privacy Sandbox initiative.
Announced by Anthony Chavez, vice president at Google, the new strategy includes the introduction of a user choice interface in Chrome. This interface will allow users to control how their data is managed across different websites.
The change follows extensive feedback from various stakeholders in the digital advertising industry and ongoing discussions with regulators. Google aims to implement these changes while continuing to support the advertising ecosystem, which relies heavily on cookie data for targeted advertising and revenue generation.
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Why it’s important
The UK’s Competition and Markets Authority (CMA) has announced that it will collect feedback on Google’s revised cookie policy until 12 August. This decision follows increased scrutiny of Google’s initial plan, which caused widespread concern. The CMA also highlighted on social network X that Google now plans to offer a user choice, rather than eliminating third-party cookies altogether on social network.
The CMA, concerned about the potential negative impact on competition in digital advertising, has been in dialogue with Google about its intention to phase out third-party cookies for a number of years. This ongoing dialogue reflects the regulator’s commitment to ensuring fair competition in the digital advertising space.
In addition, the change in Google’s stance has led to some dissatisfaction among privacy advocates who are disappointed that Google will retain third-party cookies, albeit in a modified format. They have been vocal about the need for more privacy-focused measures in digital advertising.
“Regulators, consumers, and even brands have recognised the privacy issues associated with cookies and have been working towards more privacy-friendly solutions,” Adam Schenkel, an executive vice president at GumGum, an ad tech company focused on delivering ads without personal data, wrote in an email. “Google’s decision is short-sighted, especially when it comes to privacy.”
