Recently updated on August 27th, 2024 at 04:24 pm
In case you missed it, Google has decided not to phase out third-party cookies. Here’s what they had to say:
“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.”
What does this mean for website cookies and user experiences?
Looking Back: The Build-up to a ‘‘Cookieless Future’’
In 2019, Google released an update aimed at supporting privacy and security for users by providing more transparency on how they’re being tracked through cookies. This update improved cookie controls in Chrome, allowing users to better manage how their data is collected across websites. Additionally, Google introduced measures to protect users against browser fingerprinting, a technique used to track individuals based on the unique attributes of their devices.
These changes were part of Google’s broader effort to enhance user privacy, ensuring that people have more control over their online experience while maintaining the security of their personal information. Months later in January 2020, Justin Schuh (director of Chrome engineering) announced that Google had plans in place to “render third-party cookies obsolete”. This action plan was scheduled to conclude over two years, ending in 2022.
Even though this plan aligned with the laws enacted by governments in Europe and South Africa, it encountered resistance, resulting in multiple delays in the following years.
Building a Better Web Experience with The Privacy Sandbox
The Privacy Sandbox was introduced by Google in August 2019 as a solution to protect online privacy, while empowering businesses and developers in the digital realm. This initiative had two main goals:
- Phasing out third-party cookies
- Reducing cross-website and cross-app tracking
The Privacy Sandbox API only became available for public use in September 2023, along with the Tracking Prevention feature designed to restrict third-party cookie tracking. This development was followed by a delay due to concerns raised by the UK’s Competition and Markets Authority (CMA).
Google eventually shifted its primary focus to the Privacy Sandbox, “proposing an updated approach that elevates user choice,” according to Anthony Chavez, Vice President of Privacy Sandbox. This strategy seeks to enhance privacy without eliminating cookies, balancing user control with the needs of the digital ecosystem.
A Privacy-Enhancing Future
User privacy and security have been at the heart of Google’s ongoing developments with Chrome. As Chrome’s Directors stated, “In 2008, we launched Chrome with the goal of building a speedy, simple, secure and stable web for everyone, everywhere. Ten years later, user experience is still at the core of everything we do.“
Chrome has shelved the plan to phase out third-party cookies for now, but that doesn’t mean the conversation about online privacy is over. Instead, we can expect to see more innovative solutions to create safer and more sustainable web browsing experiences. As the digital landscape evolves, the focus will likely shift toward technologies that balance privacy with functionality, ensuring that both users and businesses can thrive in a more secure and privacy-conscious environment.
We may not know what the future of browsers like Chrome holds but we can be certain that marketing activities that are privacy-centric will be favoured by ethical brands and the enlightened consumer.
