Google He has decided leave your plans to eliminate third -party cookies on Google Chrome. This has been confirmed by the company, through a post on the Pivacy Sandbox blog signed by the person responsible for the company’s privacy sandbox, Anthony Chavez. In the text, Chavez confirms that the company has finally decided «Maintain the current approach to offer users the choice of third -party cookies in Chrome«.
The decision to end these cookies, taken five years ago, caused a great controversy from the beginning. The criticisms that this new approach in relation to the cookies planning to adopt Google, focused on their privacy sandbox, could harm advertisers and violate the privacy laws began soon. The controversy, far from going out, has only grows since then.
Organizations and entities such as the EFF (Electronic Frontier Foundation) advised users to get out of the new Google cookies program, since they claimed that it continued to track the use of the Internet to allow Google to segment advertising based on online behavior.
Last week, an American judge has ruled that Google «It was deliberately involved in several anti -competitive events»Within the advertising technology sector. In addition, the regulatory authorities of the United Kingdom competition, as well as that of markets and competition from the United States, the CMA, have been investigating several proposals that Intel has raised in relation to the concerns that these agencies had about the possibility that Google had an unfair advantage over its competence in this sector.
The development initiative of a Google privacy sandbox was announced in 2020. With it, the company presented its default blocking plans for third -party cookies on Google. Since then it has made several changes to the original project, with proposals such as the creation of an API of topics (topics) to assign interests to users based on their activity on the web. He also wanted to use other tools for advertising allocation offering a certain level of privacy to its users.
After years of delays in plan activation, and the distrust of all kinds of regulators and organizations, Google said last year that it would allow you to choose its users if they wanted to choose to use Chrome without cookies. Finally, they have thrown their towel and abandoned their plans.
Chavez stressed that «As we have been talking to the ecosystem, including editors, developers, regulators and the advertising sector, it is clear that there are different perspectives on changes that could have an impact on the availability of third -party cookies«. Everything points, therefore, that it has been the opposition of all kinds of entities and organizations the one that has been pushing the company towards the decision they have made, and that The latest judicial decisions have given the tip to the initiative.
