The internet giant’s proposed changes are based on enhancing transparency, choice and control over the way users’ data is collected and used for digital advertising. Google said companies should let users access information on who is collecting their data and why; who is responsible for an ad; and what caused an ad to appear for the user. (The Logic)

Talking point: The move comes as tech giants face increased scrutiny over privacy and competition, including antitrust investigations in the U.S.; the General Data Protection Regulation (GDPR) in the EU; and ethics hearings and the development of a digital charter of rights in Canada. Apple CEO Tim Cook has been outspoken about his company’s views on privacy, even calling for GDPR-style legislation in the U.S. Microsoft followed suit. In April, Mozilla put out a proposal of its own, calling for clearer rules on how companies gather and use data, more rights for users and greater authority for regulators. In June, Mozilla’s Firefox browser joined Apple’s Safari in blocking third-party cookies; the latter did so in 2017. Google has said it won’t follow suit, arguing that blocking cookies reduces publisher revenue and that workarounds developed by third parties could put privacy at further risk. Google controls over 70 per cent of the US$44.2-billion search ad market in the U.S.