Google to soon put an end to tracking cookies on its Chrome browser

Google is planning to roll out a new feature for its Chrome browser where users would be given more control to block tracking cookies. The news was first reported by the Wall Street Journal and claims to curtail some of Google’s ability to collect user’s data.

Cookies, as we know, are small data files that follow users around the World Wide Web. The data collected through the cookies enable advertisers to target consumers based on their interests.

According to eMarketer, Google has a three billion-user base and is one of the largest sellers of internet ads, garnering nearly a third of all revenue. Digital ad spending is also growing steadily and is expected to grow 19 percent with spending to reach around $130 billion in 2019.

Google has been planning to tweak its cookies policy for the last six years. However, the work in privacy filed grew exceptionally last year when Facebook was accused in the Cambridge Analytica scandal.

As per the report by WSJ, Google is aiming to target only the cookies installed by profit-seeking third parties and not the one provided by the website, a user visits frequently.

Apple also stopped tracking cookies in its Safari browser from 2017 while Mozilla’s Firefox also followed the same route last year.

Google is planning to make it harder for digital advertisers to follow you around the web, which could further strengthen its core advertising business
Photo: AP / Alastair Grant

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