Google moves away from diet of ‘cookies’ to track users – Yahoo Finance Australia

Google is weaning itself off user-tracking “cookies” which allow the web giant to deliver personalized ads but which also have raised the hackles of privacy defenders.
Last month, Google unveiled the results of tests showing an alternative to the longstanding tracking practice, claiming it could improve online privacy while still enabling advertisers to serve up relevant messages.
“This approach effectively hides individuals ‘in the crowd’ and uses on-device processing to keep a persons web history…

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