The new user privacy controls

Anthony Chavez, VP of Google's Privacy Sandbox, recently announced a major shift in Google’s approach to online privacy. Rather than eliminating third-party cookies, Google will introduce a new feature in Chrome that enables users to make informed privacy choices across their browsing experience. 

As per his statement, Chavez explained “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, and they’d be able to adjust that choice at any time. We're discussing this new path with regulators, and will engage with the industry as we roll this out.”

Therefore, unlike Safari and Firefox, Chrome will not join in blocking third-party cookies. This means that Chrome users will have the ability to set and modify their privacy preferences at any time. 

“Google's new effort sounds similar to what Apple did in 2021 with Safari,” says Sara Fischer, Media Correspondent at Axios. 

Google's decision to introduce a new feature in Chrome is based on input from various stakeholders such as regulators and industry professionals who have been actively observing the progress of the Privacy Sandbox project and provided feedback that influenced Google’s updated approach.

What does this mean for users and advertisers? 

The revised Privacy Sandbox approach looks to balance user privacy with the needs of the ad-supported internet ecosystem. By shifting from a complete phase-out of third-party cookies to a model that enhances user choice, Google is addressing key concerns from various stakeholders, including regulators, publishers, and advertisers. 

On LinkedIn, Dan Taylor, Vice President, Global Ads at Google noted, “Solutions like the Privacy Sandbox APIs are – and remain – incredibly important for the modern marketer.”

This means that for advertisers, using tools like Privacy Sandbox APIs can be important in adapting to the privacy landscape while maintaining effective advertising strategies. For instance, advertisers and marketers can use Privacy Sandbox APIs to run targeted ads without third-party cookies. They can use AI tools to analyze trends and customer preferences based on their collected data and deliver personalized ads to their existing customers while respecting their privacy. 

However, based on this recent development, concerns about Google’s market control have arisen. Keith Perti on LinkedIn argued that despite Google's claims that their Privacy Sandbox APIs are working well and will improve, publishers have struggled for over three years to adapt to potential signal loss and revenue impacts.  

Enhanced Privacy for Incognito Mode

Google is also planning to add privacy protections in Chrome’s Incognito mode to offer users better protection while browsing privately. This means that when browsing in Chrome’s Incognito mode, users' activity is more secure from tracking, even during private sessions. 

Commitment to Privacy-Enhancing Technologies

Despite this change, Google claims to be committed to advancing the Privacy Sandbox APIs in partnership with publishers and advertisers. “We'll continue to make the Privacy Sandbox APIs available and invest in them to further improve privacy and utility,” Chavez said.