Some major browsers including Firefox and Safari now block third-party cookies by default, further reducing their usefulness to advertisers. But last weekwent further, announcing it will soon stop tracking individual people's web browsing altogether for advertising purposes when Chrome finally drops third-party cookies. In a blog post explaining the change, Google said that once tracking cookies are eventually blocked by default on Chrome, the company won't build or support browser technology designed to perpetuate individual-level data tracking. "Advertisers don't need to track individual consumers across the web to get the performance benefits of digital advertising," the company argued in its blog post. Google told CNN Business that under its proposal, the advertising giant would not enjoy any special access to browsing data.

Source: CNN March 09, 2021 13:17 UTC