google delays its ban on third part cookies ban

Google’s decision to delay its Third-Party Cookies ban

Earlier this year, Google proceeded with action to phase out and remove third-party tracking cookies from Chrome with the result that more and more users were asked to enable the so-called Privacy Sandbox. The Privacy Sandbox was purportedly a privacy-friendly tracking system.

 

The idea was that instead of handing over personal data of users to hundreds of third-party advertisers, Google would take control and do the tracking within the Chrome browser. While this could have been a positive change for users, it will not become a reality as Google is not proceeding with this.

What are third-party tracking cookies?

These are cookies that make the tracking of users across different websites easier and targeted advertisements are displayed to users.

Why the delay in banning Third-Parties Cookies?

In the press release of the 22nd of July, Google mentioned that the implementation of the Privacy Sandbox was accompanied by the United Kingdom’s (“UK”) Competition and Markets Authority and the Information Commissioner’s Office (“ICO”), among others. The fear was that Google would become too powerful if advertisers were cut out of Chrome. In the past, these concerns lead to Google delaying the implementation of the Privacy Sandbox several times before abandoning these plans entirely.

Google’s press release states that “instead of depreciating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies their web browsing”. This move is unlike what Safari and Firefox already do by default regarding third-party cooking tracking.
It is expected that Google will implement something similar to Apple’s app tracking opt-in. The system implemented by Apple forced mobile apps to explicitly ask users if they wanted to be tracked – and this gives people the option to disable third-party tracking altogether.

What does the delay it mean for your organization?

If your organization makes use of third-party tracking cookies and Google proceeds with their expected plans to place a prompt in front of Chrome users regarding the use of these cookies, it may result in a decrease in the number of users allowing the third-party tracking cookies significantly.

 

Does your organization have any questions about cookies and third-party tracking cookies? Contact us, the Experts in Data Privacy at info@dpoconsultancy.nl for further assistance.