Time.news – Google will no longer sell advertising based on users’ browsing activities. This was announced by the company specifying that the individual tracking activity will stop when a new system for advertisements is implemented will do without ‘cookies’.

Chrome, which is currently the most used browser in the world and owned by the Mountain View giant, this month will begin testing an alternative to tracking navigation. Alternative that the company believes is better for online privacy protection, but still allows advertisers to target their property. At the moment no further details have been released on the new system for online advertising.

“If digital advertising does not evolve to address the growing concerns people have about their privacy and how their personal identity is treated, the future of the free and open web is at risk,” he wrote in a blogpost on company site David Temkin, director of product at Google and executive who leads the new online advertising model.

Google accounts for 63% of the global browser market last year, according to data from StatCounter, and 52% of global online ad spend in 2020, amounting to $ 292 billion, according to data from Jounce Media.

“Once third-party cookies are phased out,” Temkin points out in his post, “we won’t build alternative identifiers to track individuals as they browse the web, nor will we use them in our products.” “Advances in aggregation, anonymization and other technologies that protect privacy offer good alternatives to individual identifiers.”

The move comes at a time when Google is the subject of bitter user privacy controversy, along with companies making huge revenues from data collected from people’s online activities. A concern that in Europe led to the approval of the GDPR, the law on the protection of privacy and data online.

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