Google set to release privacy tools to reduce online tracking: WSJ
(Reuters) – Alphabet Inc’s Google is set to roll out a dashboard-like feature in its Chrome browser to provide customers more control in fending off tracking cookies, the Wall Street Journal said on Monday, citing people familiar with the matter.
Cookies are small text documents that observe web users and are used through advertisers to target consumers on the precise interst they have displayed whilst browsing.
While Google’s new equipment are no longer expected to considerably curtail its capacity to acquire data, it would assist the company press its sizable advantage over online-advertising rivals, the newspaper said.
Google’s 3 billion users help make it the world’s greatest seller of net ads, taking pictures almost 1/3 of all revenue, ahead of rival Facebook Inc’s 20 percent, according to research firm eMarketer.
Total digital ad spending in the United States will develop 19 percent to nearly $130 billion in 2019, in accordance to eMarketer.
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Google has been working on the cookies plan for at least six years, in stops and starts, however accelerated the work after news broke last 12 months that personal facts of Facebook customers was improperly shared with Cambridge Analytica.
The company is commonly focused on cookies set up through profit-seeking third parties, separate from the owner of the website that users are actively visiting, the Journal said.
Apple Inc in 2017 stopped majority of tracking cookies on its Safari browser by using default and Mozilla Corp’s Firefox did the same a year later.