Recently Google announced its intention to prevent other companies from being able to locate Internet users and access their information. This is a practice that has raised privacy concerns globally. The company said it plans to phase out so-called tracking cookies, which it says are used by other companies to track users online and then be able to track them.
And while Google's move is apparently intended to give users more control over their information, it is very likely that the company will also aim to gain even more control over online advertising, a field it already dominates.
According to the company the change will be released on Chrome browser, however, has not announced any changes to its own data collection methods.
Justin Schuh, Google's chief engineering officer, said the company needs time to approve the changes, as it works with many different advertisers and publishers that use such cookies.
"We want to change the way the internet works," he said further.
In August, Google announced an effort to develop new templates for Web, called "Privacy Sandbox“, To provide a way to keep the online ad market going while limiting the collection of user personal data.
The company has suggested ways to allow websites to perform the required tasks "without identifying or learning who you are, or storing your information," Schuh said.
This change will have a significant impact on the advertising industry.
Jason Kint, CEO of Digital Content Next, which represents online publishers and is one of Google's regular critics, said he sees Google's changes as a move to further increase its online dominance.
Google has indicated that it wants to work with publishers, developers and advertisers on its new system.