{"id":5059,"date":"2024-07-25T12:10:24","date_gmt":"2024-07-25T18:10:24","guid":{"rendered":"https:\/\/trustarc.com\/?post_type=resource&p=5059"},"modified":"2024-09-26T12:28:59","modified_gmt":"2024-09-26T18:28:59","slug":"google-cancels-phase-out-third-party-cookies","status":"publish","type":"resource","link":"https:\/\/trustarc.com\/resource\/google-cancels-phase-out-third-party-cookies\/","title":{"rendered":"Google Cancels Phase-Out of Third-Party Cookies: What It Means for Your Business"},"content":{"rendered":"\t\t
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Google Cancels Phase-Out of Third-Party Cookies: What It Means for Your Business<\/h1>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\n\n\t
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Understanding the update<\/h2>\n

In a significant shift from previously communicated plans<\/a> and strategy, on July 22nd, 2024, Google announced<\/a> that it would no longer be phasing out support for third-party cookies in its Chrome browser.<\/strong> Instead, Google plans to maintain third-party cookie support while continuing to develop (currently unannounced) additional privacy-preserving functionality.<\/p>\n

The impact on your business<\/h3>\n

This update means that third-party cookies, such as those used for purposes including online advertising and tracking, should continue to operate as intended. While this may provide short-term continuity, it also underscores the ongoing complexities of managing user data and preferences in an ever-evolving privacy-conscious world.<\/p>\n

While other major browsers like Firefox and Safari have already phased out certain cookie support (e.g., third-party cookies), this change and the evolving nature of the tracking technology space and regulation thereof further necessitate that organizations have clear understanding of their tracking technology ecosystem and utilization.<\/p>\n

Current regulatory landscape and tools<\/h2>\n

A number of regulations, frameworks, and tools are unaffected by this decision and remain at status quo, including:<\/p>\n

EU Digital Markets Act (DMA)<\/a> – No changes. Still requires Google and the other six \u201cgatekeepers\u201d to commit to an open and fairer digital economy.<\/p>\n

IAB TCF v.2.2 for EU GDPR & ePrivacy Directive<\/a> – No change at this time. TCF remains as the technical standards that help publishers and advertisers comply with the ePrivacy Directive and the General Data Protection Regulation (GDPR) in the EU.<\/p>\n

Google Consent Mode (CoMo) V2<\/a> – No changes. Still requires organizations using Google Advertising Suite in UK & EEA to change the collection of cookie consent.<\/p>\n

Reactions and impacts<\/h3>\n

Google’s recent decisions have elicited responses from regulatory bodies emphasizing the importance of transparency and user control in data practices. The UK Competition and Markets Authority (CMA)<\/a> and the Information Commissioner’s Office (ICO)<\/a> have expressed public opinions on the matter, highlighting competition and privacy considerations.<\/p>\n

Additionally, the Network Advertising Initiative (NAI)<\/a> has reiterated its commitment to promoting responsible data practices and developing privacy-preserving technologies. And finally, the Interactive Advertising Bureau (IAB) Europe<\/a> is assessing the changes and the impact on their ecosystems.<\/p>\n

The importance of cookie consent management continues<\/h2>\n

Despite continued support of third-party cookies on Chrome, public awareness and regulatory focus on ethical and responsible use of tracking remains high. This is why the use or adoption of a suitable tracker consent management tool such as TrustArc\u2019s Cookie Consent Manager (CCM)<\/a> remains (and is increasingly) crucial. TrustArc\u2019s CCM solution helps businesses manage user preferences and comply with global privacy regulations, ensuring they can adapt to any changes in the privacy landscape.<\/p>\n

Key features of TrustArc\u2019s Cookie Consent Manager:<\/h3>\n