Google cutting web cookies, ending profitable tracking tool for advertisers

Alphabet Inc.’s Google (GOOGL.O) plans to block a common way for companies to control online browsers on their Chrome browser within two years, approving expensive changes to the way the Internet works and trying to meet increasing user privacy requirements. Google plans to restrict advertising software companies and other organizations from linking browser cookies to websites they don’t control, the company said in a blog on Tuesday. Apple made a similar move on its Safari browser in 2017, but Chrome’s global market share has more than tripled, by about 64%, according to monitoring company Statcounter. Although the two-year target is new, Google’s announcement has been expected in the industry for months. Financial analysts expect minimal impact on Google’s advertising business, as it collects user data in many other ways.

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