Chrome users will get more information on what cookies are tracking them and how to block them. Google is set to launch new tools to limit the use of tracking cookies, a move that could strengthen the search giant’s advertising dominance and deal a blow to other digital-marketing companies, according to people familiar with the matter.
Google will soon roll out a dashboard-like function in its Chrome browser that will give internet users more information about what cookies are tracking them and offer options to fend them off, the people said.
If the new Google tools prompt users to broadly reject tracking cookies, some people in the industry think it could mean the long-predicted demise of a tool that is both widely criticized and used. “It really strikes at the Achilles’ heel” of the technology, said Ratko Vidakovic, a Toronto-based consultant in the digital-ad industry.
Google commands almost two-thirds of the desktop-browser market share. The importance of cookies has been waning as users move their web activity to smartphones, as they work only within browsers and cannot be used within apps.
(Editor’s note – the changes have now launched)
Source: Haggin, P; Copeland, R. (2019, May 6). Google Prepares to Launch New Privacy Tools to Limit Cookies. The Wall Street Journal.