Google is preparing a new update for Chrome that will allow users to disable tracking cookies with a single click.
This comes after years of delays and debates over how to replace third-party tracking in online advertising.
Google’s Long-Delayed Privacy Shift
Google previously promised to eliminate tracking cookies, but the process has been slow. Now, the company plans to give users a global opt-in or opt-out choice.
The advertising industry fears most users will reject tracking, similar to what happened when Apple introduced a similar feature for iPhone users.
More Than Just Cookies
The upcoming changes may go beyond cookies. Reports suggest Google will track IP addresses, which can only be hidden in incognito mode. This raises questions about how much privacy users will actually gain.
The Bigger Picture
Ad industry experts are frustrated with Google’s delays, worrying that the company will still collect user data in other ways.
Google has not provided details on how this new system will work, but the changes could reshape online advertising.
For now, Chrome users can look forward to a “one-click” solution to disable tracking, though how effective it will be remains to be seen.