What are cookies?
Cookies are small sets of data stored on users' computers and smartphones that allow websites to recognize users and remember their preferences. They are widely used to improve users' online experience. However, third-party cookies, which are set not by the website you are visiting but by third-party advertising service providers, have become the subject of much criticism.
Problem with third party cookies
Third-party cookies allow advertising service providers to track users' online activity and create profiles for personalized advertising. While this may lead to more relevant advertising content, it also raises concerns about privacy and data breaches.
In browsers such as Apple Safari and Firefox, third-party cookies are blocked by default and users have the option to activate them. However, Google's plans to make similar changes have faced resistance from both the advertising industry and regulators.
Regulatory concerns
As of 2021, British regulators are investigating whether Google's project could harm competition in digital advertising. The Chrome browser has more than 60% of the market share, raising concerns that the change could eliminate Google's advertising competition by making the company's internal advertising tools more attractive.
New Google strategy
In response to these concerns, Google has unveiled a new plan asking Chrome users to make an "informed decision" regarding cookies. According to Google's Monday blog post, the decision should apply wherever cookies are sent on the internet. Google is currently in talks with regulators about this proposal.
