Google is phasing out user-tracking "cookies" which allow the web giant to deliver personalised ads.
The downside of employing these cookies has been that they have raised the hackles of privacy defenders. The US internet giant has been hammered by critics over user privacy, and is keenly aware of trends for legislation protecting people's data rights.
Google, only last month, unveiled the results of tests showing an alternative to the longstanding tracking practice, claiming it could improve online privacy while still enabling advertisers to serve up relevant messages.