After phasing out current ad-tracking technologies from its Chrome browser, Google says it will not create new ways to monitor individual users around the internet, a move that could shake up the online advertising industry.
Google claims that the switch is being made to protect user privacy. It’s part of a wider change in the industry, as companies like Apple and regulators in the United Kingdom, the United States, and other countries look for ways to phase out more egregious data collection practices.
Nonetheless, there are concerns that it will bolster Google’s already dominant position in online ads. And the move would have no effect on Google’s two biggest ad revenue generators: Search and YouTube.
