Google Will Limit Tracking of Users

Google has doubled down on its consumer privacy goals, saying it wouldn’t develop alternative tracking technologies to use unique identifiers or “cookies” on websites. The search giant — and the world’s biggest digital advertising company — said last year it would stop using the identifiers that allow it to track individuals across sites in 2022. While Wednesday’s announcement doesn’t address mobile apps, it could start to shift rivals “away from tracking more broadly,” according to The Wall Street Journal. Regulators are concerned about the information websites share with advertisers about what content users are viewing.

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