Google proposed that instead of deprecating third-party cookies for all users in Chrome, they will let users decide whether to allow third-party cookies in the browser. Google also emphasized their continued investment in the Privacy Sandbox to ensure its performance and utility.

This announcement does NOT represent a return to the status quo, or the indefinite preservation of the third party cookie. Rather, Google seems to be shifting the decision about the cookie onto the user, creating a wide range of possible outcomes that depend heavily on the interface and experience of that user choice.

The first impression is that Google’s proposal resembles what Apple did with its App Tracking Transparency (ATT) a few years back. It heavily impacted addressability across the entire iOS app ecosystem, and this might be the case with the Chrome proposal. In contrast to Apple’s approach, in Chrome we have the Privacy Sandbox, which addresses privacy-preserving digital marketing use cases.

RTB House has been committed to enhancing user privacy across the web for several years. We believe that the Privacy Sandbox is a crucial step in this direction. At RTB House, we agree that the Privacy Sandbox shows promise, though substantial work remains. We have observed strong performance when supply and other prerequisites are met.

Our advancements in Privacy Sandbox development and alternative cookieless targeting methods ensure we can serve our clients effectively, with or without third-party cookies, regardless of how the user’s “informed choice” framework operates within the browser.

Google’s statement is a brief proposal, and we expect further clarifications, including user choice options, implementation details, timeline, and browser defaults, in the coming weeks. Additionally, regulators are awaiting the industry’s response before issuing their position. RTB House will provide our detailed assessment of this proposal to the regulators in the upcoming weeks.