Google announced it has delayed blocking Chrome third-party cookie tracking by default, which Safari and Firefox have already started.
After years of trial, planning, and scraps, the tech giant has delayed a plan to turn off third-party tracking by default, which will soon reach Chrome users. The move comes despite worries raised by competitors, regulators, and privacy enthusiasts.
Google Privacy Sandbox VP Anthony Chaves said Chrome users will make an informed choice about their web browsing rather than deprecating third-party cookies. This is like Apple’s app tracking opt-in launch in 2021, which cost social media platforms almost $10.00 million.
Moreover, displaying a prompt to Chrome’s billions of users would not be as drastic as changing the default. However, the move could potentially reduce third-party tracking permissions.
Meanwhile, on Monday, Google Ads released a whitepaper showing early tests of Privacy Sandbox, an alternative cookie-tracking system.
Furthermore, the search giant’s pay-per-click (PPC) showed a 97.00% return on investment rally. However, its effectiveness in reaching the same users with follow-up ads has dropped and recovered only 55.00% in spending for re-marketing customers.
Critics argue that Google’s plan to replace third-party cookies with Privacy Sandbox tech, like FLoC, could harm privacy and competition.
In response, the UK’s Competition and Market Authority notes Chrome will launch a user-choice prompt for retaining third-party cookies.
Sandbox Affected as Google Delays Chrome Cookie Deprecation
Google faces backlash with its Privacy Sandbox amid delaying its plans to deprecate the Chrome third-party cookie.
According to reports, the tech giant’s announcement of cookie deprecation scrap until next year has led some market participants to stop their trial of the placements in Sandbox.
The delay is crucial when the additional time should be used for further test trials. Numerous independent tests have discovered limitations within the Sandbox, especially in digital marketing.
Moreover, Google’s Sandbox faces setbacks, as emphasized by the performance drops revealed by firms like Criteo and Index Exchange. During their trials, these companies saw plummets of -60.00% and -33.00% in publisher earnings and ad pricing.
