U.S. HISPANIC
Google Rules Out Gradually Removing Third-Party Cookies From Chrome
14 de agosto de 2024
With this new proposal, Chrome users can set their privacy preferences
In a communication written by Anthony Chavez, VP, Privacy Sandbox at Google, the platform announced that it will no longer phase out third-party cookies in Chrome.
“We are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would 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. We’re discussing this new path with regulators, and will engage with the industry as we roll this out,” Chavez said.
With this new proposal, Chrome users can set their privacy preferences, which will apply to all of their web browsing activities.
Chavez opens the communication by highlighting the development they have made of the Privacy Sandbox API. This with the goal of finding innovative solutions that meaningfully improve online privacy while preserving an ad-supported internet that supports a vibrant ecosystem of publishers, connects businesses with customers, and offers all of us free access to a wide range of content.
This change comes after receiving numerous comments from various stakeholders on this API, including regulators such as the UK’s Competition and Markets Authority (CMA) and the Information Commissioner’s Office (ICO), as well as publishers, web developers, standards groups, civil society, and advertising industry participants.
“Early testing from ad tech companies, including Google, has indicated that the Privacy Sandbox APIs have the potential to achieve these outcomes. And we expect that overall performance using Privacy Sandbox APIs will improve over time as industry adoption increases.” Cahvez noted. “At the same time, we recognize this transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising.”
As this moves forward, it remains important for developers to have privacy-preserving alternatives, Chavez explained.
In addition to making the Privacy Sandbox APIs available and investing in them to further improve privacy and usability, “we also plan to offer additional privacy controls, so we plan to introduce IP protection in Chrome’s Incognito mode.”
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