In a surprising turn of events, Google has decided to backtrack on its plan to block third-party cookies from its Chrome internet browser, a plan that was first announced four years ago. This decision has left the UK’s data privacy watchdog disappointed, as cookies are small files that allow advertisers to track internet activity and target advertising.
Instead of blocking third-party cookies, Google has opted for a new approach that will give users an “informed choice that applies across their web browsing.” The tech giant is currently in discussions with regulators about the next steps, indicating that they are not completely abandoning their alternative approach to advertising but will allow a third-party cookie-based system to operate alongside it.
The move by Google has sparked mixed reactions from industry players. Stephen Bonner of the Information Commissioner’s Office (ICO) expressed that blocking third-party cookies would have been a positive step for consumers, while Jeff Green, head of advertising platform The Trade Desk, welcomed Google’s decision to give consumers a choice.
However, Katie Secret, corporate vice president of global marketing at Outbrain, highlighted that Google’s unexpected decision comes at a time when there is a growing demand for privacy and respect for user data. Katie Eyton, chief ethics and compliance officer at Omnicom Media Group UK, emphasized the importance of how Google presents this choice to Chrome users, noting that it must be done in a neutral and transparent manner in line with GDPR requirements.
The UK competition watchdog, the Competition and Markets Authority (CMA), had previously intervened in 2021 over concerns that Google’s original plan could lead to more advertisers using Google’s own systems. With Google’s change of plan, the CMA is now seeking feedback on the implications of this new approach. The tech giant’s decision to shift gears on its cookie-blocking strategy is sure to have ripple effects across the digital advertising landscape.
