Google has reversed its decision to phase out third-party cookies in its Chrome browser, a move initially seen as a significant step towards improving online privacy. Instead, the company plans to offer users more control over their browsing experience by allowing them to make informed choices about ad tracking.
Anthony Chavez, VP of Privacy Sandbox, announced the change in a blog post, stating, “Rather than phasing out third-party cookies, we want to introduce a new experience in Chrome that lets people make informed choices about their entire web browsing experience and change that choice at any time.” This marks a significant shift from Google’s earlier commitment to eliminate third-party cookies, which are used extensively for tracking users and targeting ads.
The decision comes after considerable feedback from various stakeholders, including regulators, publishers, and the advertising industry. Google had initially developed the Privacy Sandbox as a solution to balance user privacy with the needs of an ad-supported internet. However, critics have argued that the new approach, which involves tracking within the browser itself, still falls short of genuine privacy improvements.
Privacy Sandbox was designed to replace third-party cookies with new, less invasive tracking methods. However, organizations like noyb have raised concerns about the transparency and fairness of these methods. In an Austrian data protection authority complaint, noyb’s Max Schrems accused Google of misleading users into enabling tracking through deceptive pop-ups. “Google has simply lied to its users. People thought they were agreeing to a privacy feature, but were tricked into accepting Google’s first-party ad tracking,” Schrems said.
Privacy advocates have also criticized Google’s use of “dark patterns” – interface designs intended to manipulate users into making choices they might not otherwise make. In the case of Privacy Sandbox, users were presented with a pop-up asking them to “Turn on ad privacy feature,” which many interpreted as a way to enhance their privacy. In reality, it enabled a new form of tracking controlled by Google.
Despite these criticisms, Google insists that Privacy Sandbox offers a better balance between privacy and advertising needs than third-party cookies. The company argues that the new system reduces the invasiveness of tracking while still supporting the ad ecosystem that funds free online content.
However, tools like Privacy Badger, developed by the Electronic Frontier Foundation, have responded by opting users out of Privacy Sandbox features. Privacy Badger’s Lena Cohen explained, “Privacy Sandbox might be less invasive than third-party cookies, but that doesn’t mean it’s good for your privacy. Instead of eliminating online tracking, Privacy Sandbox simply shifts control of online tracking from third-party trackers to Google.”
Privacy Sandbox introduces three key features: Ad Topics, Site-Suggested Ads, and Ad Measurement. Each of these allows Chrome to track user behavior and share insights with advertisers, ostensibly without revealing the user’s identity. Critics, however, point out that these features can still be used to re-identify users and track their browsing habits.
In response to ongoing concerns, Google plans to enhance user control by providing more privacy settings and introducing IP Protection in Chrome’s Incognito mode. The company is also in discussions with regulators to ensure compliance with privacy laws.
