Bloomberg

Google follows Apple in ending third-party 'cookies' in ad-tracking

Google has talked about this approach before. While Apple and Mozilla don't derive much money from advertising, the vast majority of Google's revenue comes from digital ads. Foto: Loic Venance

Google is planning to "render obsolete" a key tool advertisers use to track people around the web, increasing user privacy but also disrupting the marketers and publishers who rely on the search giant's ad products.

Over the next two years the Alphabet Inc. unit intends to stop supporting third-party cookies in its Chrome browser, Google said in a blog post Tuesday. Cookies are little bits of code that stick in peoples' browsers and follow them around the web and are a core part of the online advertising landscape. They allow advertisers to target people with ads for websites they previously visited and make it easier to determine how effective certain ads were in getting internet surfers to buy something...

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