Google’s plan to stop using tracking cookies will not be the end of invasive targeted advertising Rather than tracking users individually, the tech giant will group them into a crowd with similar interests. AFP Photo Google has announced plans to stop using tracking cookies on its Chrome browser by 2022, replacing them with a group profiling system in a move the company says will plot “a course towards a more privacy-friendly web”. The change is significant. Chrome commands some two-thirds of the web browser market. Third-party tracking cookies, meanwhile, underpin much of the targeted advertising industry. And, while Mozilla’s Firefox and Apple’s Safari have already stopped supporting third-party cookies, Google is the first firm to produce replacement advertising support.