Google's Planned Chrome Updates Will Enhance Privacy But Cause Complications for Ad Tech

Features will include the ability to specifically delete third-party cookies

Google is to build a set of tools geared towards enhancing user privacy on its market-leading web browser Chrome with a planned series of updates it claims are built around respecting a users’ right to privacy set to be announced later this week, according to reports.

Adweek revealed that Google was conducting such internal deliberations earlier this year, prompting weeks of speculation on how it will affect each tier of the advertising industry with ad retargeting specifically identified as vulnerable to any such moves.

The

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in