Google has recently announced a shift in its strategy regarding third-party cookies in its Chrome browser. Originally set to phase out these cookies by early 2022, the company has now decided to retain them.
Third-party cookies, small pieces of code that track user activity across various websites, have long been a cornerstone of digital advertising. These cookies enable advertisers to target ads based on user behavior, driving much of the online ad industry. In 2020, Google declared its intention to end support for third-party cookies by early 2022, promising to develop alternatives that balance user privacy with the needs of the advertising industry.
To achieve this, Google launched the “Privacy Sandbox” initiative, aiming to create privacy-focused solutions that would also maintain the free availability of web content. One such proposal was the “Federated Learning of Cohorts” (FLoC), which would group users based on similar browsing patterns, allowing advertisers to target “cohort IDs” rather than individual users.
Despite initial confidence in these new approaches, by June 2021, Google extended the timeline, providing the advertising industry with more time to adapt to privacy-centric ad targeting methods. Feedback from advertisers indicated that the transition required additional time to mitigate significant business impacts.
In 2022, continued feedback from both advertisers and regulators led Google to reassess its plan. The company found that the shift away from third-party cookies demanded “significant work by many participants” and would substantially affect all stakeholders in online advertising.
“Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time,” said Anthony Chavez, VP of Privacy Sandbox.
Google is now working closely with regulators and the industry to implement this revised approach, ensuring a balance between user privacy and the needs of the digital advertising community.
