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The Big U-Turn: Chrome Resumes Tracking

Google had pledged a revolution back in 2019, announcing a phase-out of third-party cookies in favor of a more privacy-conscious system called Privacy Sandbox. The idea was to group users by interests without tracking individuals – offering targeted ads without invasive surveillance.

But now, after four years of development, Google is walking away from that plan. The company cites “misaligned expectations” between advertisers and regulators as the reason for sticking with cookies – those tiny files that allow advertisers to follow your online behavior and deliver personalized ads.

A Setback for Privacy Advocates

For privacy experts and digital rights defenders, this is more than just a disappointing change – it’s a step backward.

Chrome is the most widely used browser in the world, and its adoption of privacy-first advertising could have reshaped industry standards. Instead, as Johnny Ryan from the Irish Council for Civil Liberties points out, this decision allows companies to keep exploiting user data without sufficient safeguards.

Dr. Łukasz Olejnik, an independent researcher, adds that this isn’t just a failed tech project – it’s a symptom of a larger issue: privacy and data protection are no longer top priorities in digital policy. He also highlights a lack of both technological leadership and regulatory courage needed to drive meaningful change.

When Privacy Laws Fall Short, Regulators Step In

With privacy rules failing to protect users, competition authorities have started stepping in. Since 2021, the UK’s Competition and Markets Authority (CMA) has closely monitored Google’s Privacy Sandbox initiative.

Interestingly, the CMA welcomed the delay in phasing out cookies. They argued that removing them might strengthen Google’s dominance in the digital ad market, pushing out smaller competitors.

A CMA spokesperson warned that a complete ban on cookies could lock small firms out of the ad ecosystem. Why? Because Google already owns enormous data pools through services like YouTube, Maps, and Search – giving it an unfair advantage.

Monopoly Fights & Courtroom Battles

Outside Europe, the fight against Big Tech is intensifying. A U.S. court recently ruled that Google built an illegal monopoly in ad tech – echoing similar investigations by the European Commission into its GoogleAd services.

Google’s response? It claims to be working on privacy-enhancing tools like incognito mode upgrades, IP address protection, and AI-based safeguards. But the company also admits that conflicting demands from the industry, users, and regulators are making it difficult to roll out a unified data protection framework.

When Privacy Becomes a Bargaining Chip

For many analysts, Google’s decision not only signals a failed experiment, but also sets a dangerous precedent. There are growing fears that landmark regulations like the GDPR or ePrivacy Directive are no longer being effectively enforced.

As Johnny Ryan points out, competition watchdogs are now stepping in where privacy agencies are falling short.

Meanwhile, Dr. Olejnik warns that reopening GDPR or other privacy frameworks could backfire. It might lead to weaker protections and open the door to corporate lobbying aimed at watering down existing rules.

A Changed Landscape, Same Old Practices

According to Anthony Chavez, VP of Privacy Sandbox, the tech world looks very different than it did in 2019. New privacy tools, including AI-based ones, are emerging – but that hasn’t been enough to push Google toward change.

Instead of turning off third-party cookies by default, Chrome will leave the choice to users – buried in browser settings.

Looking ahead, IP protection in Incognito mode is planned for Q3 of 2025, and other security features like Safe Browsing, password verification, and AI-powered safeguards will continue to evolve.

Ads Still Rule the Internet

Despite promises of collaboration and investments in safer tech, one thing remains unchanged: advertising still rules the internet. And as long as profits come before principles, it looks like user privacy will have to wait for a better day.

Takeaway for Young Europeans:
The way we protect – or fail to protect – our data online is about more than just ads. It’s about who controls information, who shapes our digital experience, and what kind of internet we want for the future. As debates around privacy, regulation, and Big Tech’s power continue, your voice and awareness matter more than ever.

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