Google plans new browser tools on privacy, ad transparency

Alphabet Inc unit Google in the coming months plans to introduce new internet browser tools to limit how users’ web activity is tracked by advertising companies and give them greater insight into why certain ads are shown to them, the company announced in blog posts on Tuesday.

“Our experience shows that people prefer ads that are personalized to their needs and interests – but only if those ads offer transparency, choice and control,” Prabhakar Raghavan, Google’s senior vice president for ads and commerce, said in one of the blog posts.