Google has made history as the first major internet company to ban cookies, and it started with its most popular browser, Chrome. Earlier this morning, as part of a gradual roll-out, about 1 percent of Chrome users, or roughly 30 million people, had their cookies disabled. Google wants to make this change permanent and aims to ban cookies by the end of the year, making this a landmark moment in the history of online privacy.
For privacy campaigners, cookies have long been seen as the Internet’s dirty little secret. They’re one of the primary tools technology companies use to monitor user behavior. In particular, “third-party cookies” created by Google have become embedded in the web’s infrastructure, playing an essential role in targeted advertising and various tracking tools.
Google’s decision to remove these cookies responds directly to the growing criticism of the tech industry’s privacy practices. In 2019, Google kicked off a massive project to remove third-party cookies from Chrome amid mounting criticism of the privacy issues facing major tech companies. Since Chrome is used by about 60% of the internet’s users, this decision has far-reaching ramifications that are set to change the landscape of internet privacy forever.
Google’s Privacy Sandbox team’s goal is to protect people’s privacy on the open and free Internet,” Victor Wong, senior director of product for Privacy Sandbox at Google, said in an April 2023 interview. "Protection Sandbox upholds Google's more extensive mission of making data accessible and helpful to everybody."
January 4th 2023 marks the start of the first stage of Google's ambitious plan. When you're browsing the web, you'll see a pop-up in Chrome that introduces Google's "Tracking Protection." When you activate it, you'll see Google's "Eye" logo in your URL bar. If you're looking for more control, Chrome's settings allow you to customize your cookie preferences, giving you more control over which websites you allow to use cookies.
However, it’s important to remember that Google is saying goodbye to 3rd party cookies, but that doesn’t mean it’s giving up on user tracking altogether.
The Privacy Sandbox initiative introduces new ways to track users. It focuses on storing user information on devices and grouping users into categories based on what they do online. This allows advertisers to ask about user cohorts while keeping individual browsing behavior private in line with Google privacy policies.
But not everyone is so sure that Google’s move guarantees real privacy. Some privacy advocates worry that this switch could turn Chrome from a “user agent” to an “ad agent.” The Electronic Frontier Foundation (EFF) for example, recommends tools such as Privacy Badger “to fight back against the new tracking settings in Chrome.”
As Google begins this new era of change, Victor Wong says, "We have chosen a course of action that we believe works best for all of us, striving to make life better for consumers and the lives of creators, publishers, and developers."
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The controversy over Google’s change in direction continues as Privacy Sandbox is either viewed as too private for tech industry players or too private for privacy advocates.
Advertisers are divided on whether or not to embrace Google's new tracking tools. Some see them as an opportunity for more targeted and powerful advertising. Others see them as an anti-competitive threat as Google continues to consolidate its dominance in online advertising.
In conclusion, While the third-party cookie era is coming to an end, it’s important to remember that the cookie era isn’t over yet. The first-party cookies that are essential for website functionality will continue to exist, balancing privacy with user experience in today’s ever-changing digital landscape.
As Google navigates these new waters, the search engine giant is undoubtedly defining the future for online privacy and tracking, and industry players and privacy advocates alike are paying close attention to and engaging in the ongoing conversation around these important developments.