Google recently announced plans to introduce new internet browser tools in the coming months that limit how a users’ web activity is tracked by advertising companies while delivering greater insight into why they are targeted by certain ads.
“Our experience shows that people prefer ads that are personalised to their needs and interests—but only if those ads offer transparency, choice and control,” said Prabhakar Raghavn, Google’s senior vice president for ads and commerce, in a recent blog post.
The new feature would allow Chrome browser users to delete cookies, which are the virtual trackers that websites and businesses use to document your browsing behaviour for data collection and re-marketing purposes, without also removing the cookies that remember passwords and enable easy login for websites, Google said. This announcement comes amid a time where increased public scrutiny is forcing Silicon Valley to be more transparent.
Google also mentioned a separate add-on, which will work across multiple browsers, that lists businesses involved in delivering ads to users, which also included intermediaries who are between the advertisers the publishers.