Google finally revealed its plan to block cross-site tracking in Chrome

The rumors we have been hearing for some time are true, after all. Google is planning to allow users to block cross-site tracking on their Chrome browser. The search giant revealed that works are in process to improve cookie controls and giving users the option to delete trackers without losing the cookies used in logins and other important tasks.

Before implementing the feature, Google will ask the web developers to specify the cookies they are using across sites and if they are not – Google will not let them off the hook.

The new feature is available for testing purposes in the latest developer version of Chrome. Previews will also be available for cross-site controls and greater transparency later this year.

Google is also planning to limit the fingerprinting technique that profiles web users beyond cookies.
"The changes in Chrome will empower users to make informed decisions about how to control the use of their data for personalized advertising. They will also ensure users are able to continue accessing a broad range of quality ad-supported content, with confidence that their privacy and choices will be respected.", explained Prabhakar Raghavan SVP, Google Ads & Commerce, in a blog post.
The company is also aiming to provide better transparency for ads that run on its site as well as those showcased on its partner websites.

Initially, an open-source browser extension will disclose the names of the companies involved and the factors they use to target ads. Google is also adding enhanced frameworks that would allow other ad companies to follow the same route.

The new add-ons are part of a renewed privacy policy that Google Chrome aims to adopt. Alongside the above-mentioned features, Google is also expanding the functionality of the Incognito mode and tightening privacy controls in Android Q.

"We believe these changes will help improve user privacy and security on the web — but we know that it will take time.", explained Ben Galbraith Chrome's Product Management Director and Justin Schuh Chrome's Engineering Director, in a post.

Read next: Google and Facebook know what you are about to do, even before you think of doing it, thanks to the new Algorithms!
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