Google Poised to Launch Tools to Limit Online Tracking
Privacy is the main concern for all tech companies including frontrunner Google.
According to Reuters, Google is set to bring out a dashboard – like function in its Chrome browser. It will offer the user more control in fending off tracking cookies, The Wall Street Journal reported on Monday, citing people familiar with the matter.
Cookies are a small text file that follows internet users and is used by advertisers. They target consumers on their specific interests they have shown while browsing.
The new tools from Google will help the company press its sizeable advantage over online advertising rivals. Google’s new tools will not significantly curtail its ability to collect data.
Google has been working on a “cookies plan” for at least six years in stops and starts but accelerated the work after news broke last year that personal data of Facebook users was improperly shared with Cambridge Analytica.
The company is mostly targeting cookies installed by profit-seeking third parties. These are separate tracking from the website a user is actively visiting, as stated by the Wall Street Journal.