Google said it plans to stop selling ads that rely on your individual web browsing and search history. The company will also stop creating tools for tracking personal data in future projects.
The corporation announced this after it made a commitment to remove support for third-party cookies in Chrome, which will effectively kill the main source of tracking data for advertisers and websites. If Google stays true to its word, internet advertising will be very different in the future.
People don’t have to agree to being followed online in order to benefit from relevant advertising. Advertisers don’t need to track individual consumers over the Internet to reap the performance benefits of digital advertising.
However, relevant ads will remain. Promotional offers will rely on groups of users with similar interests rather than detailing specific behaviors.
Changes to data tracking make sense for Google in 2021 as the company faces growing scrutiny from EU, US and other governments. By making changes on its own terms, Google may be trying to avoid stricter data privacy regulations.