Google has promised not to develop any new way of tracking individual users for adverts once it phases out its current method.
The tech giant is one of the world’s largest advertising sellers and also owns the world’s most popular web browser, Chrome.
But it is following other browser providers by eliminating third-party tracking cookies.
That move is already being looked at by the UK’s competition authority.
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Google won’t use other web tracking tools after phasing out cookies
Alphabet Inc’s Google will not build or use alternate tools to track web browsing traffic once it begins phasing out existing technology from its Chrome browser next year, it said in a blog post on Wednesday, in a move that will reshape how online advertising works.
Google first announced it would get rid of third-party cookies, which for decades has enabled online ads, early last year to meet growing data privacy standards in Europe and the United States.
What Google’s Promise to Tamp Down on Tracking Users Really Means
Google is Google because of its lucrative advertising business—and that business works by letting advertisers target users based on what they do on the web. On Wednesday, Google announced what some observers have framed as a major shift in that setup: The company’s Chrome browser will soon stop tracking individual users across different websites in order to serve them ads. While the change does allow the web giant and its advertising customers to continue tracking users to a certain extent, this appears to be a significant step away from Google’s traditional model. David Temkin, Google’s director of product management for ads privacy and trust, described the decision as a move to address growing concerns about digital privacy. “People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising,” he wrote in a blog post announcing the change. “And advertisers don’t need to track individual consumers across the web to get the performance benefits of digital advertising.”