Google reverses plan to eliminate cookies from Chrome

In an unexpected twist, Google has abandoned its plans to remove cookies from its Chrome browser after a four-year effort to phase them out.

On Monday, Google announced it will be scrapping its attempt to remove cookies and will instead introduce a new experience in Chrome that “lets people make an informed choice that applies across their web browsing”. The company adds that users will be able to adjust that choice at any time.

"We’re grateful to all the organisations and individuals who have worked with us over the last four years to develop, test, and adopt the Privacy Sandbox," said Anthony Chavez, vice president of the Privacy Sandbox at Google. "As we finalise this approach, we’ll continue to consult with the CMA, ICO, and other regulators globally. We look forward to continued collaboration with the ecosystem on the next phase of the journey to a more private web."

As global businesses, both small and large, have been working to pivot away from cookies, the new announcement by Google necessitates another shift in their strategies.

However, for those following closely, the newfound decision may not be all that surprising. The tech giant first announced in 2020 that it aimed to phase out cookies by the following year. However, multiple delays ensued as Google faced strong opposition from advertisers and scrutiny from global regulators concerned about potential anti-competitive effects.

In 2021, Google then extended the phase-out to 2023 and introduced Topics to replace the Federated Learning of Cohorts (FLoC) as the solution for targeting when cookies were eventually phased out. In July 2022, Google once again delayed ending third-party cookies in advertising, pushing back the deadline to 2024. At that time, the tech giant explained that the industry had requested more time to test Google’s new Privacy Sandbox technologies, including Topics. There were no further delays until January 2024, when a gradual phase-out of cookies began, affecting 1% of cookies, with complete removal intended by the end of the year.

However, about a month later, the UK Competition and Markets Authority (CMA) asked Google to delay its timeline for phasing out third-party cookies. In its latest report on Google’s Privacy Sandbox, the CMA stated that while Google has complied with its commitments, several areas of concern still needed to be addressed before third-party cookies could be completely removed from Chrome by the end of 2024.

Commenting on the news, Niall Hogan, general manager for JAPAC at GumGum, says Google's delay in phasing out third-party cookies signals a step back from advancing privacy. He notes that stakeholders like regulators, consumers, and brands have been pushing for more privacy-conscious solutions, leading to missed opportunities.

“Google's decision is a missed opportunity to lead in privacy innovation. Instead of clinging to outdated practices, the industry should adopt more respectful approaches like contextual advertising,” explains Hogan. “This method safeguards user privacy by leveraging advanced AI to better understand and engage with users. The real challenge isn't the cookies but ensuring ad content aligns with genuine user interests. Contextual advertising, which focuses on understanding user context, is poised to make these meaningful connections, surpassing the capabilities of third-party cookies."

Mitch Waters, senior vice president for client services in APAC, adds this announcement signals Google has finally admitted that the Privacy Sandbox is flawed, failing to protect consumer privacy or help advertisers.

“The advertising industry has moved on, recognising that the digital world today extends far beyond Chrome. The fastest-growing parts of the internet, such as OTT, CTV, and digital audio, are cookie-less. This shift has led to better identity solutions like Unified ID 2.0, which represents a significant upgrade to the internet,” shares Waters.

“The question that remains is whether Google will change its mind again. Regardless, we should all continue on our path to a healthier, more privacy-conscious internet.”

While grappling with the cookie deprecation, Google is also dealing with two ongoing US Department of Justice lawsuits. One accuses the platform of dominating the adtech world, and another of monopolising search engines and advertising markets. In a separate lawsuit, Google paid $5 billion in damages for covertly tracking the internet usage of millions of users who believed its ‘incognito’ mode of browsing ensured total privacy.

More as the story develops.