Google delays new cookie notification in Chrome
Google will not show a new notification to Chrome users about the use of third party cookies for the time being. This will allow companies to continue using their current methods for targeted ads in the world’s most popular Web browser.
The decision marks a notable change in direction from the policy Google announced as recently as last July. Back then, the company promised to give users more control and transparency through a new choice screen in which they could explicitly consent to tracking by advertisers.
Those plans are now off the table for now, which is bound to cause turmoil in the digital ad industry, according to trade magazine Digiday.
The announcement comes shortly after Google was found guilty by a US judge of abusing its dominant position in the online advertising technology market.
According to Google, the decision to delay the introduction of the cookie notification was made after discussions with industry parties. “It is clear that there are divergent views on changes that impact the use of third party cookies,” the company said.
According to Anthony Chavez, vice president at Google’s Privacy Sandbox project, talks should lead to a new roadmap for developing privacy-friendly ad technologies.
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