Search giant Google announced in blog posts on Tuesday that the company is planning to launch new internet browser tools that will limit how advertising companies track user’s web activity. The company will also be giving users better insight into why a few ads are shown to them.
“Our experience shows that people prefer ads that are personalized to their needs and interests – but only if those ads offer transparency, choice and control,” Prabhakar Raghavan, Google’s senior vice president for ads and commerce, said in one of the blog posts.
As explained by Google, users of Google Chrome browser will be able to delete only those cookies that are virtual tracking chips used by a few companies for documenting the browsing behavior of the user; and keeping the cookies that help in easy log-ins to websites. The company would also be restricting a few possible ways websites may use to bypass the new tool, it added.
According to Google, users will also be able to see the list of the companies that are involved in delivering ads to them through a separate add-on that will work in multiple browsers. The list will include all the intermediaries between the advertiser and publisher.
Other than this, several new privacy controls and policies were announced by the search giant at its annual developers’ conference on Tuesday.
Source: Financial Express