Google’s latest Chrome update hasn’t clarified when third-party cookies will be phased out, leaving users and industry watchers uncertain. During a Jan. 27 event at the IAB’s Annual Leadership Meeting in Palm Springs, Anthony Chavez, Google’s VP of Privacy Sandbox, hinted that a “one-time global prompt” would let users decide whether to consent to being tracked by third-party cookies. However, this decision remains vague and will likely be delayed for months before it goes live.
The update also includes a new Chrome feature enabling users to hide their IP addresses in incognito mode, limiting protection to private browsing sessions. While this move aims to align browser settings with mobile app privacy models, the broader shift toward user-controlled data is still unclear.
Industry reactions have been mixed. Some view the global prompt as deja vu after earlier cookie-related updates, while others see it as a niche change. However, many users and experts are concerned that the opt-in/outs mechanism could lead to widespread disconsent, undermining privacy protections and raising questions about Google’s transparency in explaining how these changes affect users.
A vocal ad tech vendor expressed skepticism, noting that such a opaque choice process risks deterring users from sharing data with advertisers. Meanwhile, some industry leaders argue that delays in updating Chrome’s cookie policy could slow the industry’s shift to user-driven privacy controls, potentially disadvantaging vendors reliant on third-party tracking.
As of now, Google has yet to engage more deeply with the industry to address these concerns, leaving many in the ad tech space on edge. The bottom line is that while Google claims progress toward greater user control over data, the implementation remains unclear and could have significant implications for privacy and advertising practices.
More in Marketing
The TikTok ban is reshaping creator recruitment and agency best practices on social media
While TikTok’s status in the U.S. still hangs in the balance, agencies are already shifting the way they recruit influencers and develop best practices for their creator campaigns moving forward.
Source: https://digiday.com/marketing/google-reveals-chrome-cookie-consent-plan-barely