Google is changing its mind. The tracking of what internet users do will remain.
The decision not to remove the so-called cookies has a major impact on the advertising market – a multi-billion industry and a cornerstone for Google.
A couple of years ago, Google announced that the company intended to stop using cookies in its web browser Chrome. Instead, a new solution, called "privacy sandbox", would be built. The "sandbox" is a kind of protected sphere where users' online tracks are screened off and not shared with anyone who wants to buy them, as is the case with cookies.
But on Monday, Google announced that the sandbox construction is being paused. Instead, the internet giant wants to continue with the tracking as it currently works.
This should be seen in the light of a data law, eprivacy, having been delayed for several years and is now almost outdated. Google therefore does not feel the same need to get rid of cookies, says Peter Mackhé, media expert at the interest organization Sweden's Advertisers.
Criticism of both cookies and Google's sandbox has come from several quarters. Privacy-intrusive, some claim. Competitive advantage, others argue. Other major online players, such as Microsoft and Apple, have taken a slightly different path and already allow users to choose whether they want to be tracked or not when using their respective companies' services.
Then there's always a nearly philosophical discussion about whether you really don't get tracked anyway, says Peter Mackhé.
Can change stance again
In 2020, over 80 percent of Google's parent company Alphabet's revenue came from their advertising network, according to CNBC. In monetary terms, it was about 147 billion dollars.
Google's dominant position at the top of the internet pyramid also means that the company can change its stance relatively quickly if the winds of opinion start blowing in a new direction.
They're trying to keep pace with legislation. If new legislation comes, they can change track again, says Peter Mackhé.
Google's shift is moving the goalposts for companies that have worked towards a cookie-free future online.
Google isn't doing this as a favor. They have the largest advertising system. And advertisers want to be able to track and sell products. So, for everything to work as it always has, many are probably happy and pleased.
Every time you visit a site, a cookie is stored on your device. Swedish law requires that you be informed and actively accept this.
First-party cookies, information from when you've been logged in to a site, are less common than third-party cookies. Third-party cookies are, simplified, data about your surfing habits that are sold between different companies.
All cookies, combined with other systems, are used to map you online and make it possible for companies to find ads that you're likely to interact with.
In recent years, there has been debate on various fronts about who should own the right to the data stored about users and how it may be sold.
It is possible, by reading the fine print, to deny access to cookies on most sites. It is also possible to use third-party programs that do the same thing.
Saying no to cookies means that, in almost all cases, you can still use the site or service, but without being "tracked". However, it is not a 100 percent guarantee for those who want to be completely anonymous online.
