Google does not delete third-party cookies: this is what it proposes to do

After several years of pondering the issue, Google has announced that it will not be removing third-party cookies. This news has come as a surprise to many, given that just a year ago Google stated bluntly that its intention was to delete third-party cookies. from the face of the earth. However, it seems that this company, a pioneer in innovation and technology, has found a more efficient and original solution to this dilemma.

What are third-party cookies and why are they so controversial?

Third-party cookies are small files generated by websites other than the one the user is visiting directly. They are mainly used to offer personalised advertising and perform web analytics, allowing companies to track user behaviour across different websites.

These cookies can collect a wide range of information, including browsing habits, searches, geographic location, language preferences, and even specific details such as products visited in online shops or articles read in blogs. This fine-grained tracking of users and the theft of personal data for commercial purposes is highly questionable in terms of online privacy and security.

The third party cookie debate: for regulation and ethical practices

The regulation of third-party cookies has become a hot topic due to these digital privacy concerns. The debate is focused on finding a balance between the usefulness of these tools for personalised advertising and web analytics, and the right of the users to control your personal information on the internet.

Until about a year ago, Google's position on third-party cookies was clear: planned to remove them from its Google Chrome browser. This decision was based on two main reasons:

• Address the growing concerns about data privacy and individual tracking that these cookies facilitate.

• Propose new technologies and alternative methods, such as the federated apprenticeship (FLoC), which could offer a more secure way of delivering personalised advertising without compromising individual privacy.

Google changes its mind: offers an alternative to third-party cookies

Google has made a significant shift in its strategy regarding third-party cookies in Chrome. Initially, the company had announced plans to remove these cookies, which are used to track users' browsing behaviour for advertising purposes. However, has now decided to keep them, The company has opted for a different approach that seeks to balance advertising actions with users' privacy.

Instead of deleting third-party cookies, Google will introduce a new feature in Chrome. This new functionality will allow users to make informed choices about their browsing preferences, giving them more control over how their data is used. 

The solution: the Privacy Sandbox API

This change of strategy comes after months of work on the initiative. Privacy Sandbox, whose objective is to offer digital advertising that respects users' data by eliminating third-party cookies.

Privacy Sandbox is an initiative launched by Google with the aim of developing a set of open standards to improve privacy on the web., while maintaining the necessary functionalities for digital advertising and other important web operations.

However, this turn of events at Google is not so surprising. The tech company had already delayed its original plans due to difficulties in reconciling the diverse views in the industry and providing a definitive solution for all stakeholders. 

Throughout this time of discernment, Google has been advised by a wide range of third parties involved in the project., including regulators, publishers, web developers and representatives of the advertising industry. 

In addition, the first tests of the API Privacy Sandbox APIs have shown potential to achieve the goal of delivering advertising while protecting users' privacy. These APIs are designed to provide advertisers and web developers with the information they need for their operations, but in a way that limits the amount of personal data that is collected and shared. 

While it appears that Google is not going to finally remove third-party cookies despite years of hype, the Privacy Sandbox's proposed solution is not yet definitive and has not yet been tested on a large scale. Therefore, we still await any unexpected updates from Google on how it will deal with the ethical dilemmas of privacy in third-party cookies.