The digital giant has been working on proposals to remove from Chrome so-called third-party cookies, which are snippets of code used by a website’s advertisers to record browsing history in order to show users personalized ads.
Third-party cookies have long been a key tool for marketers to deliver targeted ads but they’ve also been a source of privacy concerns, so Google has proposed instead grouping together web users with similar interests and keeping web histories private on user devices.
Now the company - which will continue to be able to track users through its services like Search or Maps - has signaled that it’s taking another step toward abandoning the use of individual tracking for ad sales.
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