Google’s move against individual web tracking might be good for consumer privacy—and could look good to antitrust investigators—but it will also consolidate Google’s power in interactive advertising, several advertising sources told Fast Company on Wednesday. Google, which controls more than half of the global interactive advertising business, said Wednesday it will stop targeting ads based on browsing data collected about individuals as they move around the web. Such data is gathered when a marketer or ad-tech company drops a cookie —a line of code that can be used to record website visits—into a user’s browser. Google already said last year its Chrome browser would no longer support the practice, effective in 2022, but now the company says it won’t develop an alternative way to track individuals.
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Google’s anti-tracking move is good for privacy, and even better for Google