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The company offers users a choice and will continue to develop Privacy Sandbox.
After much discussion and consideration, Google decided to retain support for third-party cookies in the Chrome browser. It turned out that all the fuss of recent years was not in vain — the complaints of the advertising industry were finally heard.
Google announced the "updated approach" in a blog post . The company said it will not opt out of third-party cookies. Instead, a "new user experience in Chrome" is introduced, allowing users to make informed choices while surfing the web, which can be changed at any time.
Google representatives are already discussing this unexpected turnaround with regulators, including the UK Competition and Markets Authority (CMA) and the Information Commissioner's Office (ICO). Negotiations with representatives of the advertising industry are also planned in the near future.
Google is in no hurry to announce specific deadlines for the implementation of the new approach. It seems that the company has learned from the numerous postponements of cookie rejection deadlines in the past.
At the same time, the company is not going to completely abandon its Privacy Sandbox initiative. The corporation announced its intention to continue developing the API as part of this project in order to improve privacy and usefulness for users. There are plans to add additional privacy controls, such as the recently announced protection of IP addresses in Chrome's incognito mode.
For advertisers and publishers who have already invested significant resources in developing alternatives to third-party cookies, Google promises that their efforts will not be wasted. The company intends to maintain and develop the Privacy Sandbox API, which can be a boon, especially if a significant number of Chrome users decide to opt out of third-party cookies.
Some experts draw parallels with the actions of Apple, which three years ago introduced the App Tracking Transparency feature on mobile devices. This initiative allowed users to decide for themselves whether to share their data or IDFA with apps and sites.
Google is actively promoting its alternative solutions. The company published the results of tests conducted from January to March, which show promising results in terms of preserving the effectiveness of advertising without using third-party cookies. For example, Google Display Ads saw an 89% recovery in ad spending, while Display & Video 360 saw an 86% recovery. The return on investment was 97 % and 95%, respectively.
However, the advertising industry's response to Privacy Sandbox remains mixed. Many publishers have found it difficult to test new tools, complaining that the sample of Chrome users is too small (only 1%) to conduct full-fledged experiments. After another postponement of the rejection of third-party cookies, some publishers stopped allocating resources for testing Privacy Sandbox altogether.
Google's decision to retain support for third-party cookies in Chrome will certainly cause a lot of discussion in the near future. Advertisers and publishers will be closely monitoring the development of the situation, trying to understand how this will affect their business strategies. At the same time, users will have more control over their online privacy.
It remains to be hoped that Google will be able to find a middle ground between protecting user privacy and the needs of the advertising industry.
Source
After much discussion and consideration, Google decided to retain support for third-party cookies in the Chrome browser. It turned out that all the fuss of recent years was not in vain — the complaints of the advertising industry were finally heard.
Google announced the "updated approach" in a blog post . The company said it will not opt out of third-party cookies. Instead, a "new user experience in Chrome" is introduced, allowing users to make informed choices while surfing the web, which can be changed at any time.
Google representatives are already discussing this unexpected turnaround with regulators, including the UK Competition and Markets Authority (CMA) and the Information Commissioner's Office (ICO). Negotiations with representatives of the advertising industry are also planned in the near future.
Google is in no hurry to announce specific deadlines for the implementation of the new approach. It seems that the company has learned from the numerous postponements of cookie rejection deadlines in the past.
At the same time, the company is not going to completely abandon its Privacy Sandbox initiative. The corporation announced its intention to continue developing the API as part of this project in order to improve privacy and usefulness for users. There are plans to add additional privacy controls, such as the recently announced protection of IP addresses in Chrome's incognito mode.
For advertisers and publishers who have already invested significant resources in developing alternatives to third-party cookies, Google promises that their efforts will not be wasted. The company intends to maintain and develop the Privacy Sandbox API, which can be a boon, especially if a significant number of Chrome users decide to opt out of third-party cookies.
Some experts draw parallels with the actions of Apple, which three years ago introduced the App Tracking Transparency feature on mobile devices. This initiative allowed users to decide for themselves whether to share their data or IDFA with apps and sites.
Google is actively promoting its alternative solutions. The company published the results of tests conducted from January to March, which show promising results in terms of preserving the effectiveness of advertising without using third-party cookies. For example, Google Display Ads saw an 89% recovery in ad spending, while Display & Video 360 saw an 86% recovery. The return on investment was 97 % and 95%, respectively.
However, the advertising industry's response to Privacy Sandbox remains mixed. Many publishers have found it difficult to test new tools, complaining that the sample of Chrome users is too small (only 1%) to conduct full-fledged experiments. After another postponement of the rejection of third-party cookies, some publishers stopped allocating resources for testing Privacy Sandbox altogether.
Google's decision to retain support for third-party cookies in Chrome will certainly cause a lot of discussion in the near future. Advertisers and publishers will be closely monitoring the development of the situation, trying to understand how this will affect their business strategies. At the same time, users will have more control over their online privacy.
It remains to be hoped that Google will be able to find a middle ground between protecting user privacy and the needs of the advertising industry.
Source
