Google is dropping plans to eliminate cookies from its Chrome web browser, making a sudden U-turn on four years of work to phase out the technology that tracks users for ad purposes.

Google is dropping plans to eliminate cookies from its Chrome web browser, making a sudden U-turn on four years of work to phase out a technology that helps businesses tracks users online.

The company had been working on retiring third-party cookies, which are snippets of code that log user information, as part of an effort to overhaul user privacy options on Chrome. But the proposal, also known as Privacy Sandbox, had instilled fears in the online advertising industry that any replacement technology would leave even less room for online ad rivals.

In a blog post on Monday, Google said it decided to abandon the plan after considering the impact of the changes on publishers, advertisers and “everyone involved in online advertising.”

The U.K.'s primary competition regulator, which has been involved in oversight of the Privacy Sandbox project, said Google will, instead, give users the option to block or allow third-party cookies on the browser.

  • Viking_Hippie@lemmy.world
    441·
    4 months ago

    Google said it decided to abandon the plan after considering the impact of the changes on publishers, advertisers and “everyone involved in online advertising.”

    This is like a landlord scrapping plans to add curtains or blinds after considering the impact on peeping Toms and forgoing a lock on the back door after consulting with burglars.

  • SkyNTP
    34·
    4 months ago

    Back in my day, the Internet was a testament to human ingenuity, determination and spirit, as noteworthy as the Manhatten project or the pyramids, not just synonym for one of Google’s crappy products that will inevitably end up in the Google graveyard.

    • girlfreddy@lemmy.caOP
      16·
      4 months ago

      I got my first email address in '97. Still use it today.

      Back then the net was incredible. You could find cool groups to join and discover stuff you never knew before. I miss that.

  • Melody Fwygon@lemmy.oneEnglish
    201·
    4 months ago

    This is Google’s way of throwing a fit. They’ve been thwarted at every attempt to replace cookies with something WAY MORE creepy and WORSE by privacy advocates.

    They’re quickly realizing that people will not give advertisers free reign anymore.

  • Tiefling IRL@lemmy.blahaj.zone
    15·
    4 months ago

    I’m a frontend focused SWE. I suspect the main reason this was abandoned is because it caused technical hell. This has been enabled in incognito mode for a while and has caused a lot of issues with things like fetching profile pictures. For example, if you were on a google.com page that used images hosted on gstatic, they would fail to load because gstatic is “technically” a third party, even though both are Google owned. There are sorta ways around it but the nature of the Internet makes it stupidly annoyingly difficult and causes a lot of stuff to break.

    Good idea on paper, but really difficult to implement without breaking the Internet.

    • DR_Hero@programming.dev
      2·
      4 months ago

      I was thinking more trying to avoid lawsuits based on further cementing their monopoly in adspace.

      Being the world’s leading advertiser and the only browser 90% of people use gives them way too much control. There’s no path to privacy with chrome that doesn’t end with Google as the sole gatekeeper. I mean, they already are the gatekeeper, but the current rate of lawsuits seems like an acceptable cost of doing business.

  • 9point6@lemmy.world
    164·
    4 months ago

    Way to go completely missing the point, Associated Press.

    You’re supposed to be neutral, yet this is the biggest load of corporate cock gargling I’ve ever read

    Edit: for context, what they were pushing as a replacement was way worse