Third-party cookies have been blocked in Apple Safari and Mozilla Firefox and Google aims to do the same in Chrome. The cookies allow advertisers to track you as you move between various websites.
Google said on Wednesday that advertisers don't need to track individual consumers across the web to get the performance benefits of digital advertising.
"Our web products will be powered by privacy-preserving APIs which prevent individual tracking while still delivering results for advertisers and publishers," Temkin emphasised.
Nearly 72 per cent people feel that almost all of what they do online is being tracked by advertisers, technology firms or other companies, and 81 per cent say that the potential risks they face because of data collection outweigh the benefits, according to a study by Pew Research Center.
Google said that Chrome will offer the first iteration of new privacy-first user controls in April and will expand on these controls in future updates.
The company said that it will continue to support first-party relationships on its ad platforms for partners, in which they have direct connections with their own customers.
"We'll deepen our support for solutions that build on these direct relationships between consumers and the brands and publishers they engage with".
(Only the headline and picture of this report may have been reworked by the Business Standard staff; the rest of the content is auto-generated from a syndicated feed.)
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