Google to introduce new browser tools on privacy, ad transparency
Google said it plans to introduce new internet browser tools to limit how users’ web activity is tracked by advertising companies and give them greater insight into why certain ads are shown to them in the coming months.
The Alphabet Inc unit made this known via blog posts on Tuesday.
The tool would enable users of Google’s Chrome browser to delete cookies, which are virtual tracking chips that some companies use to document browsing behavior, without having to also remove cookies that enable easy log-ins to websites, Google said. It added that it also would restrict some possible methods websites may use to circumvent the new tool.
A separate add-on, which will work in multiple browsers, will list the companies involved in delivering an ad to a user, including intermediaries between the advertiser and publisher, Google said.
Google announced several other new privacy controls and policies at its annual developers’ conference on Tuesday, at a time when increased public scrutiny is forcing greater transparency in Silicon Valley.