Google changes its mind about third-party tracking cookies—we’re stuck with them for the  foreseeable.

Regulatory Capture by Stealth?

What’s the craic? Lawrence Abrams explains: Google rolls back decision to kill third-party cookies in Chrome

“Global cookie consent system”
(A third-party cookie is data stored in your web browser by a website other than the website you are currently visiting, and is usually dropped by … advertisements. These cookies can then be used to track you.)
…
Google started phasing out third-party cookies in Q1 2024. … To replace third-party cookies, Google introduced its Privacy Sandbox, which is supposed to be a more anonymous way of tracking a user’s interests for advertising purposes. However, advertising platforms and companies have been slow to switch to [it].
…
Google now says that since the transition requires significant work and will impact [those] involved in online advertising, … they plan to roll out a new Google Chrome experience that allows users to restrict the use of third-party cookies. … It sounds like a global cookie consent system built into Chrome that allows users to opt in and out of third-party cookies.

A fox defending the henhouse? Never a good idea. The EFF’s Lena Cohen politely pulls no punches in this drawer statement:

“We need robust privacy legislation”
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 80pc of Google’s revenue derived from online advertising, it’s clear why Chrome is putting advertisers’ interests above users’ privacy.
…
[Ad tracking] can lead to a range of harms, like bad actors buying your sensitive information and predatory ads targeting vulnerable populations. … We need robust privacy legislation in the US to ensure that privacy standards aren’t set by advertising companies.

Horse’s mouth? Google’s Anthony Chavez treads a new path for Privacy Sandbox:

“We’ll continue to consult”
We’ve received feedback from a wide variety of stakeholders, including regulators like the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO), publishers, web developers and standards groups, civil society, and participants in the advertising industry. … In light of this, we are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing.
…
We’ll continue to make the Privacy Sandbox APIs available and invest in them to further improve privacy and utility. We also intend to offer additional privacy controls. … As we finalize this approach, we’ll continue to consult with the CMA, ICO and other regulators.

Regulator alphabet soup ahoy? Paul Thurrott slurps it up: Bowing to Regulatory Pressure, Google Abandons Plans

“Privacy Sandbox is dead”
After four years of delays, … the new way forward, Google says, includes both third-party cookies and Privacy Sandbox. … But this reads like a eulogy, and given the technology’s tumultuous history over several years, and recent regulatory attention in Europe, it’s reasonable to believe that Privacy Sandbox is dead.
…
After announcing that its release was imminent in mid-2023, Google then delayed killing third-party cookies in Chrome three more times—most recently in April, after regulators from the UK … raised no fewer than 39 “concerns” about this effort. … It’s nice to know that regulatory attention had the intended effect.

But why? btown brings receipts:

Results from Privacy Sandbox APIs testing … makes the “why” of this self-evident: “By comparing the treatment arm to control 1 arm, we observed that removing third-party cookies while enabling the Privacy Sandbox APIs led to -20% and -18% programmatic revenue for Google Ad Manager and Google AdSense publishers, respectively.”

Come again? Pema cuts to the chase:

An obvious decision. Money first. … Google has one thing and one thing only going for it on the revenue front: [Ads]. Android doesn’t make money and every hardware effort has been buried in the Google graveyard.
…
If Google blocks third party cookies, it’s cutting off its nose to spite its face. Never, ever going to happen.

But what if it’s more about regulatory capture VeryFluffyBunny thinks that’s “smart:”

Rather than Google force-ending 3rd party cookies, they can get Chrome users to make the decision for them, thus absolving Google of the responsibility and any anti-trust cases. A few dark patterns and a bit of nagging and most people will “choose” to block them.
…
Google’s off the hook: It wasn’t us, it was the users!

Switch to Mozilla Firefox? Wade Burchette is having none of that:

Firefox also has their problems with privacy. Starting with version 128, Mozilla added an option: “Allow websites to perform privacy-preserving ad measurement.” Mozilla didn’t openly tell you about this … and it was turned on by default. … “Ad measurement” is just as wrong as third party cookie tracking and everything else Google does to track you.

We waited four years for this nothingburger? With a perspective, here’s Tom Bender:

I have fond memories of working on Google’s Flash deprecation around 2015, [which was] also contentious for publishers and advertisers, and didn’t complete until 2020 or 2021. I think third-party cookies will be with us for another century or so.

Meanwhile, locater16 brings us the tl;dr:

Google temporarily suspends one evil scheme. Vows to explore other schemes to totally monopolize internet advertising.

And Finally:

𝜋 == 3ish

Previously in And Finally

You have been reading SB  Blogwatch by Richi  Jennings. Richi curates the best bloggy bits, finest forums, and weirdest websites—so you don’t have to. Hate mail may be directed to  @RiCHi, @richij, @[email protected], @richi.bsky.social or [email protected]. Ask your doctor before reading. Your mileage may vary. Past performance is no guarantee of future results. Do not stare into laser with remaining eye. E&OE. 30.

Image sauce: Nathan Dumlao (via Unsplash; leveled and cropped)