Cookies crumble: Google renounces ad tracking
And so the cookie crumbles. Google had already said, last January, it is phasing out third-party cookies to track Internet users as they scamper over the web. This will happen in the Chrome browser by early next year. Now, it has gone further and says it won't use alternative tools for tracking individual web users, either. Google will, instead, only use "privacy-preserving technologies" which anonymize or aggregate users' data. Ad tech companies have been trying to build alternatives to cookies to maintain personalization in advertising, while maintaining users' privacy. One, called Un...