Home Life Google says it will stop tracking users as third-party cookies phase out

Google says it will stop tracking users as third-party cookies phase out

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Google said it will not track users as they browse online or use trackers in their products once third-party cookies are phased out from its Chrome browser.

In a blog post published Wednesday, the company said its products will be powered by tech aimed at preserving privacy and thwarting the practice of tracking individual users.

“People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising,” David Temkin, Google’s director of product management, ads privacy and trust, said in a statement. “And advertisers don’t need to track individual consumers across the web to get the performance benefits of digital advertising.”

Third-party cookies have played an integral role in the digital advertising business. The cookies store user data to help improve the experience you have on a website and will track your activity online as well as serve targeted ads.

Google's move to phase out third-party cookies in its Chrome browser won't mark the end of targeted advertising, but it will give users more of a say in what they see.

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The move won’t mark the end of targeted advertising but will give internet users more of a say in what they see.

“They’re going to have a lot more control from a privacy perspective,” said Wedbush analyst Daniel Ives. “And many may opt in and decide not to change any of their settings.”



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