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Google promises to drop personalized ad tracking

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Google has promised not to develop any new way of tracking individual users for adverts once it phases out its current method. reports that the tech giant is one of the world's largest advertising sellers and also owns the world's most popular web browser, Chrome.

But it is following other browser providers by eliminating third-party tracking cookies.

That move is already being looked at by the UK's competition authority.

The Competition and Markets Authority said in January that Google's plan to remove the cookies - which would effectively share less information with advertisers - could have a "significant impact" on the advertising market and news websites.

One group of marketers opposed to the idea claims that Google will gain an advantage by eliminating such cookies, because it has other ways of obtaining personal information from users.

2021.03.03 / 23:58
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