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May 6, 2019 06:50 pm

Google Prepares To Launch New Privacy Tools To Limit Cookies

Google is set to launch new tools to limit the use of tracking cookies, a move that could strengthen the search giant's advertising dominance and deal a blow to other digital-marketing companies, WSJ reported Monday, citing people familiar with the matter. [Editor's note: the link may be paywalled; alternative source.] From the report: After years of internal debate, Google could as soon as this week roll out a dashboard-like function in its Chrome browser that will give internet users more information about what cookies are tracking them and offer options to fend them off, the people said. This is a more incremental approach than less-popular browsers, such as Apple's Safari and Mozilla's Firefox, which introduced updates to restrict by default the majority of tracking cookies in 2017 and 2018, respectively. Google's move, which could be announced at its developer conference in Mountain View, Calif., starting Tuesday, is expected to be touted as part of the company's commitment to privacy -- a complicated sell, given the torrent of data it continues to store on users -- and press its sizable advantage over online-advertising rivals.

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