By: V4 Agency
Google’s new system of advertising puts an end to user tracking, and cookies will also be cancelled. The step will solve numerous privacy and data management issues.
Google will no longer be selling the search history of individual users for ads, the company has announced. The tracking of individuals will be replaced with a new advertising system.
The company will begin testing alternative advertising methods in March in Chrome, currently the world’s most popular browser, but is has not disclosed any additional details regarding the new method.
The step has become necessary as an increasing number of people are questioning Google’s privacy policy, while companies are making huge revenue by analysing users’ online activities.
“People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising. And advertisers don’t need to track individual consumers across the web to get the performance benefits of digital advertising,” David Temkin, director of product management, ads privacy and trust, wrote on Google’s website.
“If digital advertising doesn’t evolve to address the growing concerns people have about their privacy and how their personal identity is being used, we risk the future of the free and open web,” he added.
According to StatCounter, Google owned 63 per cent of the global browser market last year.