Google Confirms Phased Out of Privacy Initiatives for Chrome Users
In a major blow to user privacy, Google has confirmed that its plans to kill tracking cookies in Chrome are being phased out. The decision affects the 3 billion users of the world's most popular browser.
According to sources, Google's focus on privacy is over, and the company will no longer pursue alternatives to cookies through its Privacy Sandbox initiative. This move comes just months after Google confirmed that tracking is here to stay and there are no viable alternatives.
"We're phasing out our efforts to replace third-party cookies with alternative solutions," a Google spokesperson said in an email statement. "We'll continue to work on improving user experience and providing more transparency into how data is used, but we won't be pursuing the Privacy Sandbox as previously planned."
The decision has sparked concerns among privacy advocates, who argue that it will give advertisers unfettered access to users' browsing habits.
"This is a huge setback for user privacy," said John Verdi, senior counsel at Future of Privacy Forum. "Google's move will make it easier for companies to track and profile individuals online."
The Chrome browser has been the subject of controversy in recent months, with Apple warning iPhone users to stop using Google Chrome due to security concerns, and Microsoft issuing a similar warning for Windows users.
Background on the issue dates back to 2019 when Google announced its plans to kill tracking cookies through the Privacy Sandbox initiative. The goal was to balance user privacy with the needs of advertisers and regulators. However, the effort stalled as companies struggled to find an acceptable solution.
The implications of this decision are far-reaching. With the phasing out of the Privacy Sandbox, users can expect more targeted ads and less control over their online data. Advertisers will have greater access to user browsing habits, which could lead to increased profiling and tracking.
As for Google's next steps, a company spokesperson said that it will continue to work on improving user experience and providing transparency into how data is used. However, the exact timeline for these efforts remains unclear.
The decision has sparked debate among industry experts, with some arguing that it marks the end of an era in online advertising. Others see it as a necessary step towards creating more effective and targeted ads.
One thing is certain: this move will have significant implications for users and advertisers alike. As the world's most popular browser, Chrome's influence on online behavior cannot be overstated. The phasing out of Google's privacy initiatives marks a major shift in the way companies approach user data and online advertising.
Byline: Zak Doffman is a contributor to Forbes, writing about security, surveillance, and privacy.
*Reporting by Forbes.*
