Explainer: How brands will target ads to you after the death of browser cookies

Alphabet Inc.’s Google plans to phase out the technology in its Chrome browser that lets other companies track users’ web browsing. Google is making the move because of the backlash it has generated and how advertisers plan to personalize ads even after the company kills off a technology known as third-party cookies. Apple’s Safari, Mozilla’s Firefox, and upstarts such as Brave have been at the forefront of restricting that practice, and now Chrome, the global market leader with about 60% share, is catching up. As an alternative, Google is testing a way for businesses to target ads to clusters of consumers who have similar interests, which it says would be more private because it hides individual users in a crowd.

Source: Reuters


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