Google announced Tuesday that it would not prove, on its Chrome browser, the use of “cookies”, which allow us to follow users on the sites they consult, five years after promising their extinction.
Since 2022, the Californian giant has evokes the transition of “cookies” to a less intrusive system, capable of identifying preferences and centers of interest without compiling navigation history.
The “third-party cookies”, external digital tracers that map the use of the Internet beyond the site that installs them, are a precious targeting tool for advertisers and advertisers.
From 2020, Google had expressed its intention to block them, but the measure has been repelled many times since. In July 2024, the Mountain View group had indicated that it would not prevent the default cookies, but would leave the user the possibility to deactivate them.
“It is clear that the divergent perspectives” between “content publishers, developers, regulators and the advertising industry” as to the possible modifications to cookies, wrote Anthony Chavez, vice-president responsible for Privacy Sandbox, entity devoted to the management of personal data.
New ways to protect yourself
According to the manager, the technological advances recorded since 2022 and the rise of artificial intelligence (AI) have offered new ways to protect personal data from Internet users who do not wish to share them.
Anthony Chavez also mentions the regulatory landscape which has “considerably evolved” in the world. “For all these reasons, we have decided to maintain our current approach for third -party cookies in Chrome,” said the manager in a message posted on Tuesday on Google’s blog.
