Search huge Google ( GOOGL) – Get Report on Wednesday stated it would not track individuals on the web after it phases out existing ad-tracking technology from Chrome browsers, in the middle of increasing concern about privacy.
Shares of the Mountain View, Calif., unit of Alphabet at last check dropped 1% to $2,043.
In an article, David Temkin, Google’s director of item management for ads privacy and trust, said, “Today, we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track people as they search across the web, nor will we use them in our items.
“Instead, our web products will be powered by privacy-preserving APIs which prevent individual tracking while still delivering results for marketers and publishers.”
Google clocked a boost of 22% in marketing earnings to $46.2 billion in the fourth quarter compared with a year previously. The outcome went beyond Wall Street price quotes.
Google initially said early last year that it would get rid of third-party cookies, which for years have made it possible for online advertisements. The relocation was developed to satisfy growing data-privacy concerns in Europe and the U.S.
“Advances in aggregation, anonymization, on-device processing, and other privacy-preserving innovations offer a clear path to replacing specific identifiers,” Temkin included the blog post.
Google stated that next year it prepared to stop utilizing or purchasing tracking innovations that distinctively identify web users as they search the web.
“This indicates a future where there is no requirement to compromise pertinent advertising and money-making in order to deliver a personal and secure experience,” Temkin stated.
Google represented 52% of in 2015’s international digital ad spending of $292 billion, according to Jounce Media, a digital-ad consultancy, The Wall Street Journal reported.