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Google Pursues Plan to Remove Third-Party Cookies


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A symbol indicating no cookies on Chrome.

Google is pushing forward with its plan to remove a widely used tracking technology from its Chrome web browser.

Credit: AdAge.com

Google is moving ahead to strip third-party cookies from its Chrome Web browser and replace them with privacy-friendly alternatives.

The company cited positive tests of a solution that analyzes users' browsing habits on their own devices without transmitting sensitive data to central servers.

The tests showed alternative tools under development could let advertisers and publishers conduct most of the activities that third-party cookies do, while losing little value.

Google added that another technology could permit companies to generate audiences of users that they intend to reach through advertising, including those who have visited the advertiser's website.

Said Google's Chetna Bindra, "We continue to believe strongly that the decision to phase out support for third-party cookies is absolutely the right thing to do for user privacy and the industry as a whole."

From The Wall Street Journal
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