Google’s latest Privacy Sandbox gambit could pit user choice against tracking
In a material development that will likely have a big impact on online business models, Google is no longer proposing to deprecate third-party tracking cookies in its Chrome browser. Instead, it appears to be suggesting that users should be given a choice to accept or deny ad tracking at the browser level. Google’s move will be subject to regulatory oversight in the U.K., so it is not yet confirmed. Still, it could cast doubt on the uptake of Privacy Sandbox, its long-brewing alternative tech stack for personalized ad targeting that does not use cookies to track and profile users. “[W]e 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, 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,” Google’s VP of Privacy Sandbox, Anthony Chavez, wrote in a blog …