Google is dropping plans to eliminate cookies from its Chrome web browser, making a sudden U-turn on four years of work to phase out a technology that helps businesses tracks users online.
The company had been working on retiring third-party cookies, which are snippets of code that log user information, as part of an effort to overhaul user privacy options on Chrome. But the proposal, also known as Privacy Sandbox, had instilled fears in the online advertising industry that any replacement technology would leave even less room for online ad rivals.
In a blog post on Monday, Google said it decided to abandon the plan after considering the impact of the changes on publishers, advertisers and “everyone involved in online advertising.”
The U.K.’s primary competition regulator, which has been involved in oversight of the Privacy Sandbox project, said Google will, instead, give users the option to block or allow third-party cookies on the browser.
Google will “introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time,” Anthony Chavez, vice president of Privacy Sandbox, said in the post. “We’re discussing this new path with regulators, and will engage with the industry as we roll this out.”
Advertisers use cookies to target ads to web users but privacy campaigners say they can be used to track users across the internet.
Google first proposed scrapping cookies in 2020, but the deadline for finishing the work had slipped a few times. Chrome is the world’s dominant web browser, and many others like Microsoft’s Edge are based on the company’s Chromium technology.
Street Talk for September 13, 2024
Paris-headquartered Havas has acquired U.K.-based global digital data agency DMPG to help power its clients’ marketing transformations and unlock untapped value from advertisers’ data and technology investments. Havas’ clients across its three global practices, Media, Creative and Health, will now have access to data capabilities that deliver and measure business impact across their omnichannel marketing activities. DMPG will join the organization under Havas Media Network’s data, tech and analytics consultancy, CSA. Founded 11 years ago by Steve Carrod and Tom Marianczak, DMPG has built a powerful suite of digital data technology services including: customer experience strategy; digital analytics design, implementation and adoption; experience optimization program creation; and execution and omnichannel data activation support. DMPG also is a certified partner of Adobe, Google, Tealium, ObservePoint, Optimizely and Treasure Data, among other key enterprise technologies. DMPG works with Shutterfly, TUI, The Economist, RS Group, Boden, River Island, and Center Parcs, among others. The acquisition further bolsters Havas’ existing data, tech and analytics capabilities that sit within CSA. Launched in 2023, CSA now encompasses more than 400+ data experts across 20+ countries delivering end-to-end data and technology solutions rooted in meaningful business growth. CSA services clients at all stages of data maturity and gives them a competitive advantage by combining smart people and advanced technology to generate actionable insights from their data to drive more value from their investment in digital and media. DMPG will integrate into Havas Media Network UK, as part of the CSA Network and will help scale the data and tech... Read More