The article Google: Third Party Cookies remain! What this means for users by Christian Erxleben first appeared on Basic Thinking. You always stay up to date with our newsletter.
Third Party Cookies are one of the most effective instruments to pursue users on the Internet for advertising purposes. With the so -called “Privacy Sandbox”, Google actually wants to create more privacy since 2019. Now the project failed. Third party cookies stay in Google Chrome. But is that good or bad? An analysis.
We all know the impression that we are “persecuted” on the Internet. And this impression is not even wrong because we are actually spied on by countless companies through an old advertising technology. We are talking about the so -called third party cookies.
What are Third Party Cookies?
Third party cookies are small files that end up in your browser when you visit a website. These cookies from a “third party” often come from advertisers and analysis companies who want to observe you and your surfing behavior.
Because the files are saved directly in your browser, advertisers – such as Amazon – can evaluate your behavior and play out suitable advertising. Are you traveling a lot on hiking pages? Then you could possibly need a hiking backpack – expressed in a striking manner.
A small hint: In addition to the third party cookies, there are also first party cookies. These come directly from a website operator and not from a “Third Party.”
U -turn: Google does not abolish Third Party Cookies in Chrome
Since the importance of protecting privacy on the Internet has increased for years, powerful digital companies such as Meta or Google mother Alphabet should also be moved to make your tracking more user-friendly.
That is why Google presented the privacy sandbox in 2019, which should combine the personality interests of the users and the advertising interests of the advertisers. But year after year, the end of the third party cookies was postponed – until now.
On April 22, 2025, Anthony Chavez, Vice President Privacy Sandbox, In a blog post Ultimately, the concept of the Privacy Sandbox failed. Third-party cookies may remain in the Google universe beyond 2025. But: is that bad or good for us users?
Contra: Tracking technology for personalized advertising remains
At first glance, the message appears bad. For almost six years, we users have been led around the proverbial nose by a technology group, only so that nothing changes in the end.
This perspective is correct. However, one has to say that a lot has happened in the same period with a view to data protection. There are many browser alternatives, plugins and browser extensions that make it difficult or prevent the setting of cookies.
And while other browsers like Firefox have been working on more privacy for a long time, even Google continuously improves the protected incognitom mode. So nobody is forced to use a browser with third-party cookies. Nobody has to accept full tracking.
Pro: The next Google Black Box was prevented
But that’s not all. The Privacy Sandbox has always promised a higher level of privacy. However, it was always a black box for outsiders and lay people.
In the end, it would probably have strengthened the Google advertising monopoly because the guidelines and data protection conformity would have been more difficult to control. In the end, a surprisingly positive conclusion for the lack of end of the third party cookies on Google Chrome remains.
Also interesting:
- How does Apple Tracking actually work?
- Tracking trick: So you can surf the Internet anonymously
- Privacy: This is how you can protect yourself from tracking online
- Tracking: 10 methods with which you are monitored on the Internet
The article Google: Third Party Cookies remain! What this means for users by Christian Erxleben first appeared on Basic Thinking. Follow us too Google News and Flipboard.
As a Tech Industry expert, I believe that Google’s decision to keep third-party cookies is a significant development that will have both positive and negative implications for users. On the one hand, it allows advertisers to continue tracking user behavior across the web, enabling them to deliver more personalized and targeted ads. This can lead to a better user experience, as individuals are shown ads that are more relevant to their interests and preferences.
However, on the other hand, this decision raises concerns about user privacy and data security. Third-party cookies have long been criticized for their invasive nature, as they allow companies to collect and track users’ browsing habits without their consent. This can lead to a loss of privacy and potentially expose users to security risks, such as data breaches and identity theft.
Overall, while the decision to keep third-party cookies may benefit advertisers and enhance the effectiveness of online advertising, it also highlights the ongoing tension between personalized marketing and user privacy. It is crucial for users to be aware of the implications of this technology and take steps to protect their online privacy, such as using ad blockers and regularly clearing their browsing data.
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