Google Chrome is doing a U-turn on its cookie cleanup plan. Instead of binning third-party trackers, they’re cooking up a fresh browser setup. Users will get to call the shots on how these digital crumbs are used. It’s a big shift from their original game plan, and it’s got folks talking.
Which cookies you ask? These aren’t the kind you munch on. They’re like digital breadcrumbs left by websites you’re not even on. Often, they’re dropped by tracking scripts and ads. These little data bits can follow you around the web, letting advertisers snoop on what you’re into. It’s been a hot topic in the tech world for a while now.
Folks got worried about privacy, so the EU rolled out GDPR in 2018. It made advertisers ask nicely before using these cookies. Firefox and Safari jumped on the bandwagon, blocking them outright. Google said they’d follow suit, but they’ve been dragging their feet.
Google’s grand plan on cookies and why it flopped?
They kicked off the cookie purge early this year, aiming to wrap it up by next spring. They cooked up this “Privacy Sandbox” thing to replace cookies – supposedly a sneakier way to track your interests for ads. But ad folks have been slow on the uptake, still testing the waters with the new system. So Google’s changed tack.
They reckon it’s too much hassle for everyone involved in online ads.
A new cookie recipe
Now they’re talking about some new Chrome setup, as explained in a blog post. The new cookies policy will let you decide how these cookies are used across the board. You can tweak it whenever you fancy.
Google is keeping secrets on the details, but it sounds like they might bake in a universal cookie consent system. You’d get to pick and choose what you’re cool with.
It’s a big shift from their original block ’em-all approach.
The privacy detectives are not really impressed. They reckon Google’s putting profit before privacy. Other browsers have been blocking these cookies for ages.
The Electronic Frontier Foundation reckons it’s all about the ad money – nearly 80% of Google’s cash comes from online ads, stating to BleepingComputer:
“Google’s announcement underscores their ongoing commitment to profits over user privacy. Safari and Firefox have blocked third-party cookies by default since 2020, when Google pledged to do the same. Third-party cookies are one of the most pervasive tracking technologies, enabling advertising companies and data brokers to collect and sell information about users’ online activities. This can lead to a range of harms, like bad actors buying your sensitive information and predatory ads targeting vulnerable populations.
Google’s decision to continue allowing third-party cookies, despite other major browsers blocking them for years, is a direct consequence of their advertising-driven business model. With nearly 80% of Google’s revenue derived from online advertising, it’s clear why Chrome is putting advertisers’ interests above users’ privacy”.
They’re not mincing words about their disappointment.
What can you do?
If you’re worried about digital snoops, you’ve got options. You could try browser add-ons like uBlock Origin. They help keep the trackers at bay. It’s not foolproof, but it’s a start if you’re keen on keeping your online life more private.
Google’s keeping tight-lipped about the whole thing for now. We’ll have to wait and see what they cook up. It’s a tricky balance between user privacy, advertiser needs, and Google’s bottom line.
Whatever happens, it’s sure to shake up the way we browse the web.
Keep your eyes peeled for updates – this cookie saga is far from over.
Featured image credit: Emre Çıtak/Bing Image Creator
