Google says that it will stop selling ads based on web browsing history and end its use of user tracking technology.
This landmark move was announced on Wednesday. In a blog post, Google revealed that they would end support for cookies. Google says that it will begin relying on “privacy-preserving technologies.” The company initially announced in January 2020 that it would be ending support for third-party cookies within its Chrome browser in the next two years.
The director of product management for ads privacy and trust, David Temkin, penned the blog post and confirmed the new steps being taken.
“Today, we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products,” Temkin stated.
Cookies are known as pieces of code that websites deliver to a visitor’s browser while they are online. These cookies are then present as the user navigates to other sites. This is how they are able to track online presence to pinpoint the relevant ads.
Google will end third-party cookies by early 2022.