Google Reverses Decision to Remove Cookies from Chrome
This shift comes in response to concerns from advertisers.
Google has announced it will retain third-party cookies in its Chrome browser, reversing its long-standing plan to phase out these tracking tools. This shift comes in response to concerns from advertisers, Google's primary revenue source, who argued that removing cookies would hinder their ability to personalize ads and increase their reliance on Google's user databases.[1]
The UK's Competition and Markets Authority (CMA) had also scrutinized the initial plan, worried that it would harm competition in the digital advertising space.
Anthony Chavez, vice president of Google's Privacy Sandbox initiative, explained in a blog post that instead of eliminating third-party cookies, Google will introduce a new feature in Chrome. This will allow users to make informed choices about their web tracking preferences, which they can adjust anytime.
Since 2019, Google's Privacy Sandbox initiative has aimed to improve online privacy while supporting digital businesses, with a significant goal being the phase-out of third-party cookies. While cookies help websites and advertisers track user behavior, they are also criticized for enabling unwanted surveillance.
In the European Union (EU), the use of cookies is regulated by the General Data Protection Regulation (GDPR), requiring explicit user consent for cookie storage. Major browsers, including Chrome, offer options to delete cookies.
Chavez emphasized that Google is collaborating with regulators such as the UK's CMA and Information Commissioner's Office, as well as with publishers and privacy groups, to develop this new approach while continuing to invest in the Privacy Sandbox program.
Earlier in July, Google announced that it would simplify the process for advertisers to disclose election ads featuring digitally altered content depicting real or realistic events or people. This move aims to combat election misinformation.
In May, Google unveiled Gemini Advanced and the Gemini mobile app in Arabic, offering enhanced conversational AI experiences to users across Android and iOS devices, as per an emailed press release to Inc. Arabia.
Google also announced in February that there are two versions of the work-focused Gemini product: Gemini Business for small and medium-sized businesses and Gemini Enterprise for large organizations.