The search giant plans to block companies and advertisers from collecting tracking information of Google Chrome users while they’re browsing other websites. The company said it will enact the change over the next two years. (The Logic)
Talking point: Other web browsers, including Firefox and Apple’s Safari, have already started blocking third-party cookies, while companies like Microsoft roll out tools to block companies from tracking users’ personal information and behaviours. The trend coincides with mounting public and political demands for better online privacy and transparency around how companies collect and use personal information. Phasing out third-party cookies will be a blow to digital advertising efforts fuelled by user information collected through cookies and used to micro-target consumers. Google, in turn, gleans massive revenues from advertisers on its search engine. To mitigate the potential losses, it plans to replace third-party cookies with new technology—details of which it hasn’t disclosed—that can serve a similar purpose, but with more transparency and less specifically targeted to individual users.