In an announcement on April 22, Google stated it will not be blocking third party cookies on the Chrome browser, as previously promised in 2020. Chrome will continue to allow users to opt out of third-party cookie tracking in their browser settings, but that setting will not be the default. Anthony Chavez, vice president of Privacy Sandbox, Google’s initiative to protect user data, writes,
“As we’ve engaged with the ecosystem… it remains clear that there are divergent perspectives on making changes that could impact the availability of third-party cookies…we’ve made the decision to maintain our current approach to offering users third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies.”
What Are Third Party Cookies Anyway?
Usually when we’re talking about cookies, the more you can get, the better, but unfortunately, web cookies aren’t as harmless as delicious, sugary treats. While first-party cookies only share data with the website you are currently visiting, third-party cookies include data that is shared to other websites, usually for advertising purposes. Almost every website you visit uses cookies unless you opt out via website preferences or browser settings.
For example, let’s say you’re browsing Pinterest for wedding inspiration, then a few hours later, you’re getting advertisements for wedding venues in your area. That’s because your browsing data has been shared with other websites via third-party cookies, resulting in personalized, targeted advertisements. Sounds creepy, right? Well, it is.
Why Google Doesn’t Want to Ban Third-Party Cookies
So, why wouldn’t Google want to ban third-party cookies? The answer is simple: your data is valuable, and third-party cookies make that data a commodity that can be bought and sold. By utilizing your Chrome browsing data, GoogleAds can be tailored to your current individual interests.
In 2020, the Safari, Brave, and Firefox browsers blocked third-party cookies by default in an effort to protect user privacy. When these changes were announced, Google also announced they would be phasing out third-party cookies at a future time. But it seems now that they had no intention of following through on that promise. Google has already postponed their decision multiple times since 2020, prior to last Tuesday’s final announcement, because a change could cost them millions in ad revenue. According to Cookie Script,
“Nearly 90% of Google’s revenue is generated through advertising. Without third-party cookies, their advertising prowess could be negatively affected.”
Despite the choice, Google still claims to be committed to “keeping info private, keeping content free, and building new internet privacy standards,” via Privacy Sandbox, the initiative they started in 2019, which claims to “create technologies that both protect people’s privacy online” and “reduce cross-site and cross-app tracking.” Chavez stated,
“We’ll continue to enhance tracking protections in Chrome’s Incognito mode, which already blocks third-party cookies by default. This includes IP Protection, which we plan to launch in Q3 2025. And we’ll continue to invest in making Chrome the world’s most trusted browser, with technologies like Safe Browsing, Safety Check, built-in password protections, AI-powered security protections, and more.”
We Value Your Privacy
At ALTERNcloud, privacy is at the center of all we do. Our tools were primarily designed to provide a secure and private Cloud architecture for clients to host their data, without fear of cancellation. Clients choose to utilize our products because they know that ALTERNcloud was designed with security from its inception. Our products include multi-factor authentication and secure socket layer certificates, and are built utilizing open source software.