\Exhibition visitors walk past the Google logo at the Google booth at Hannover Messe 2024.
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After years of delay, Google said it would no longer cancel and replace third-party cookies in its web browser Chrome, a practice long used by advertisers.
Cookies are small pieces of code that a website sends to a visitor’s browser and remains when the visitor visits other websites. This approach has fueled the growth of the digital advertising ecosystem, providing the ability to track users across multiple websites to target ads.
In 2020, Google said it would stop supporting these cookies in early 2022 once it figures out how to meet the needs of users, publishers, and advertisers and finds tools to mitigate them.
To this end, Google launched the “Privacy Sandbox” project to find a solution that protects user privacy and allows content to be freely used on the open network.
Google said in January it was “very confident” in the progress of its proposals to replace cookies, which include “cohort federated learning,” which would essentially group people based on similar browsing behavior, meaning only “cohorts” ID” and individual user IDs will not be used to target them.
But in June 2021, Google pushed back the timeline to give the digital advertising industry more time to develop more privacy-conscious targeted advertising plans. Then, in 2022, the company said it was backing display advertisers into needing more time to transition to Google’s cookie replacement, as some opposed it, claiming it would have a significant impact on its business.
in a Blog article On Monday, the company said it had received feedback from advertisers and regulators informing it of its latest decision to cancel plans to remove third-party cookies from its browser.
The company said that through testing, it realized the transition would require “significant work by many players” and would impact publishers, advertisers and virtually everyone involved in online advertising.
Anthony Chavez wrote: “We are not deprecating third-party cookies, but we are introducing a new experience in Chrome that allows people to make informed choices that apply to their entire web browsing, and they The option can be adjusted at any time. “We are discussing this new path with regulators and will engage with industry as it is rolled out. “
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