Google plans to phase out third-party cookies in its Chrome browser next year, similar to Apple's Safari and Mozilla's Firefox. To replace the cookie system, the company has introduced a new product called Privacy Sandbox. Privacy Sandbox allows advertisers to collect some data without compromising user data privacy. Google has promised not to create separate rules for itself while enforcing data privacy restrictions on others. Last week, the company confirmed it would not build any backdoors within Privacy Sandbox for its own applications. Jerry Dischler, Google's Vice President for Ads, stated in a virtual marketing event that the company’s applications will not receive any exceptions. He said, "We use these Privacy Sandbox APIs for our ads and measurement products just like everyone else, and we will not build any backdoors for ourselves."
Concerns Regarding Google
Advertisers have previously expressed concerns that this new product forces them to adapt to a standard due to Google's dominance in the digital advertising industry. Additionally, the search giant could design it in such a manner that its applications may benefit from data collection—even without using backdoors. The company is testing FLoC, a cookie-replacement technology that is part of Privacy Sandbox, through Chrome.
An Electronic Frontier Foundation researcher described FLoC as a breach of user trust. Moreover, the UK's Competition and Markets Authority (CMA) has opened an investigation into the privacy implications of this new technology. Consequently, it won't be easy for Google to convince all stakeholders when the technology is officially launched.
After the discontinuation of third-party cookies in Chrome, the search giant stated that it allows itself to collect and use data on an individual level from applications it owns and operates. However, it did not clarify whether the browser is considered an owned and operated application. Google is under constant pressure to achieve better results. To drive this necessary growth, it may need to reconsider opportunity areas that were previously deemed off-limits.
On the other hand, Dischler reiterated Google's opposition to identity technology used to track individuals for targeted advertising and measurement. He said, "Third-party cookies and other proposed identifiers do not meet the growing consumer expectations when it comes to privacy. We will not stand against the rapidly evolving regulatory constraints, and they cannot be relied upon in the long term."
