Google Vows No New User Tracking in Chrome Ad Data Changes

Google says it won’t develop new ways to follow individual users across the internet after it phases out existing ad tracking technology from Chrome browsers in an upcoming overhaul aimed at tightening up privacy.

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 been a longstanding source of privacy concerns, so Google proposes instead grouping together web users with similar interests and keeping web histories private on user devices.

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