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Google To Offer New Anti-Tracking Toolshttps://www.mediapost.com/publications/article/335663/google-to-offer-new-anti-tracking-tools.htmlGoogle this week confirmed that it plans to make it easier for users of the most popular browser in the country to prevent tracking by ad-tech companies.The company plans to offer a new mechanism in Chrome that will enable consumers to block third-party cookies -- meaning cookies set by ad-tech companies, including Google's own DoubleClick -- while preserving the first-party cookies that remember usernames and passwords.Chrome's new feature will not operate by default, which probably means only the most privacy-conscious consumers will use the tool. Of course, much could depend on how clearly Google advertises and explains the cookie-blocking mechanism to consumers.
Google To Offer New Anti-Tracking Tools
https://www.mediapost.com/publications/article/335663/google-to-offer-new-anti-tracking-tools.html
Google this week confirmed that it plans to make it easier for users of the most popular browser in the country to prevent tracking by ad-tech companies.
The company plans to offer a new mechanism in Chrome that will enable consumers to block third-party cookies -- meaning cookies set by ad-tech companies, including Google's own DoubleClick -- while preserving the first-party cookies that remember usernames and passwords.
Chrome's new feature will not operate by default, which probably means only the most privacy-conscious consumers will use the tool. Of course, much could depend on how clearly Google advertises and explains the cookie-blocking mechanism to consumers.
