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Google to Stop Tracking Users for Targeted Ads

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Search engine giant Google said this week it will stop tracking users across their Internet searches to sell targeted ads.

Credit: Getty Images

Google says it will no longer track users across Internet searches to sell targeted advertising, and will not build alternative user-tracking models.

The search engine giant last year pledged to phase out the use of third-party cookies within two years, as part of its Privacy Sandbox initiative to develop standards to improve online privacy.

Google's David Temkin said this week that Google products will be powered by "privacy-preserving [application programming interfaces] which prevent individual tracking while still delivering results for advertisers and publishers."

Temkin cited data Google issued in January demonstrating a method to "effectively" remove third-party cookies from advertising, by "clustering" communities with similar interests, rather than specific individuals.

From The Hill
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