Google announced Wednesday that it will stop tracking users’ web browsing to sell online advertisements as a response to privacy concerns.
The move could cause significant changes to the digital advertising industry by shifting away from individualized tracking to create better data privacy standards.
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“We will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products,” Google announced in a blog post on Wednesday.
Instead, Google said it will only use “privacy-preserving technologies” that use methods such as anonymization or aggregation of data.
Google said it will start using new technologies that it has been developing with others as part of its “privacy sandbox” initiative to target users with ads without infringing on user privacy or collecting information about them from their browsing history.
Google had already announced last year that by 2022 it would stop using third-party cookies, the tracking technology that fuels much of its digital advertising infrastructure, within its Chrome browser.
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Google raked in a little over 50% of global digital ad spending in 2020, totaling $292 billion, according to Jounce Media, a digital-ad consultancy.
