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The company had previously promised for several years to phase out tiny packets of code designed to track users online.
However, it appears that because advertisers fear that losing cookies in the world's most popular browser will limit their ability to collect information to personalize ads, Google has decided that advertising cookies are here to stay.
Reuters notes that advertising is Google's largest source of revenue, so it is difficult for the company to make any sudden moves without taking this factor into account.
That's why the US IT giant encourages users to "make informed choices that apply to their browsing experience" rather than automatically disabling third-party cookies.
The Verge suggests the feature could work like Apple's, which requires developers to request permission to track data for ads.
The UK Competition and Markets Authority said Chrome will include "a tooltip that will allow users to choose whether to store third-party cookies."
Google announced back in 2021 that it would stop using third-party cookies that track the actions of website visitors to create advertising profiles.
As part of the Privacy Sandbox initiative to replace cookies with another technology, the company was going to begin testing refusal of cookies in the first quarter of 2024, and completely remove third-party cookies in the second half of the year.
But in April 2024, the company decided to change its plans.
Google's refusal to automatically disable third-party cookies and give users the right to choose has a number of potential downsides:
Difficulty in making decisions: Not all users are well aware of what third-party cookies are and how they affect their privacy.
Choice fatigue: This is caused by constant requests for consent. Users may simply accept default suggestions to quickly continue using the site without realizing the full consequences.
Less Effective Privacy Protection: Automatically disabling third-party cookies would provide stronger and more standardized privacy protection for all users.
User Interface Dependency: The implementation of an informed decision interface may vary across sites and platforms. This may lead to confusion and misunderstanding among users.
Ambiguous enforcement: Not all sites and advertisers can faithfully follow the rules and provide users with fair choices. This may lead to partial or formal solutions that do not provide the required level of privacy.
Overall, automatically disabling third-party cookies would provide clearer, more comprehensive protection for users' digital privacy in the era of a multibillion-dollar market in personal and advertising data.
(text translation is carried out automatically)
However, it appears that because advertisers fear that losing cookies in the world's most popular browser will limit their ability to collect information to personalize ads, Google has decided that advertising cookies are here to stay.
Reuters notes that advertising is Google's largest source of revenue, so it is difficult for the company to make any sudden moves without taking this factor into account.
That's why the US IT giant encourages users to "make informed choices that apply to their browsing experience" rather than automatically disabling third-party cookies.
The Verge suggests the feature could work like Apple's, which requires developers to request permission to track data for ads.
The UK Competition and Markets Authority said Chrome will include "a tooltip that will allow users to choose whether to store third-party cookies."
Google announced back in 2021 that it would stop using third-party cookies that track the actions of website visitors to create advertising profiles.
As part of the Privacy Sandbox initiative to replace cookies with another technology, the company was going to begin testing refusal of cookies in the first quarter of 2024, and completely remove third-party cookies in the second half of the year.
But in April 2024, the company decided to change its plans.
Google's refusal to automatically disable third-party cookies and give users the right to choose has a number of potential downsides:
Difficulty in making decisions: Not all users are well aware of what third-party cookies are and how they affect their privacy.
Choice fatigue: This is caused by constant requests for consent. Users may simply accept default suggestions to quickly continue using the site without realizing the full consequences.
Less Effective Privacy Protection: Automatically disabling third-party cookies would provide stronger and more standardized privacy protection for all users.
User Interface Dependency: The implementation of an informed decision interface may vary across sites and platforms. This may lead to confusion and misunderstanding among users.
Ambiguous enforcement: Not all sites and advertisers can faithfully follow the rules and provide users with fair choices. This may lead to partial or formal solutions that do not provide the required level of privacy.
Overall, automatically disabling third-party cookies would provide clearer, more comprehensive protection for users' digital privacy in the era of a multibillion-dollar market in personal and advertising data.
(text translation is carried out automatically)
