Google Confirms It Will Not Disable Third-Party Cookies by Default on Chrome
Google has announced an update on its Privacy Sandbox initiative, which aims to replace third-party cookies with new privacy-centric technologies. Unlike browsers such as Firefox, Google will not disable third-party cookies by default in Chrome. Instead, users will have the option to manage cookie settings, similar to Apple’s app-tracking feature introduced with iOS 14.5.
The company acknowledges that transitioning from third-party cookies to Privacy Sandbox technologies will impact publishers and advertisers. To address this, Google has introduced a new experience in Chrome that allows users to make choices about their privacy settings. Further details on this change will be shared soon.
Anthony Chavez, Vice President of the Privacy Sandbox at Google, stated, “We developed the Privacy Sandbox with the goal of finding innovative solutions that meaningfully improve online privacy while preserving an ad-supported internet. This supports a vibrant ecosystem of publishers, connects businesses with customers, and offers free access to a wide range of content.”
Early testing results indicate that using the Privacy Sandbox API instead of third-party cookies may help publishers enhance monetization and reduce the impact of signal loss. Google reports a potential 13% increase in revenue for publishers using Google Ad Manager and a 3% increase for those using Google AdSense.
The Privacy Sandbox will allow for ad targeting based on user interest without individually identifying users, addressing privacy concerns associated with third-party cookies. It is also expected to improve ad effectiveness measurement.
Google has developed Privacy Sandbox with feedback from various stakeholders, including developers, publishers, regulatory bodies like the UK’s Competition and Markets Authority, and the advertising industry.
Additionally, Google is introducing IP protection for incognito mode on Chrome, which will anonymize users’ IP addresses to enhance online privacy and prevent cross-website tracking.
