Google has abruptly announced that its long-awaited plan to eliminate Chrome’s tracking cookies has failed. The company struggled to find a balance between its own interests and those of the marketing industry, leading to an unexpected shift in approach.
New Consent-Driven Privacy Approach
On July 22, Google proposed a new method that emphasizes user choice. Instead of removing third-party cookies, Google will introduce a new experience in Chrome that allows users to make informed choices about their tracking preferences. This could mean choosing between tracking cookies, Google’s semi-anonymous Topics API, or its semi-private browsing.
Users will be able to change their tracking preferences at any time, but this new approach is still under discussion with regulators. The U.K.’s Competition and Markets Authority (CMA) stated, “We will need to carefully consider Google’s new approach… We welcome views on Google’s revised approach, including possible implications for consumers and market outcomes.”
Implications for Chrome Users
This is bad news for Chrome’s 3 billion users, most of whom are unlikely to change their settings. They would be better served by a browser that prioritizes privacy by default. Apple highlighted this in a recent ad promoting Safari, which depicted users being spied on as they browse the web, with Safari coming to the rescue.
Conclusion
Google’s revised approach to privacy in Chrome has left many users concerned about continued tracking. As discussions with regulators continue, the future of user privacy in Chrome remains uncertain.
