On Thursday, tech behemoth, Google announced that it would delay its plan to block a broadly practiced technology of cookies to monitor web-browsing habits, bending to resistance and scrutiny from the advertisement business, privacy advocates, and regulators.
Meanwhile, other well-known browsers including Safari and Firefox have already achieved some blocking against third-party tracking cookies, however, Chrome has delayed the move for two more years.
The announcement of the delay was made in a blog post, Google also stated that the decision to phase out cookies over a “three-month period” in mid-2023 is “subservient to our commitment with the United Kingdom’s Competition and Markets Authority (CMA).” In other words, the company is pinning part of the delay on its need to work more jointly with regulators to come up with innovative technologies to substitute third-party cookies for usage in advertising.
“We need to move at a responsible pace, allowing sufficient time for public discussion on the right solutions and publishers and the advertising industry to migrate their services,” Vinay Goel, privacy engineering director for Chrome, wrote in a blog post. The firm also stated that it would continue to work with the web community on more private strategies to admeasurement, presenting relevant ads and content, and fraud discovery.
Furthermore, Google rolled out its “Privacy Sandbox” initiative to discover a solution that preserves user privacy and lets content remain easily available on the open web. One proposition, termed “Federated Learning of Cohorts,” would basically put people into groups based on comparable browsing practices, suggesting that only “cohort IDs” and not individual user IDs would be used to target them. However, it has got some pushback from privacy advocates, and some publicists have announced they are refusing to test the tool.