Won’t adopt new tracking tech after phasing out third-party cookies: Google

Google on Wednesday said it will not build “alternate identifiers” to track individuals as they browse across the web nor will use them in its products once third-party cookies are phased out, as the tech giant progresses towards a more “privacy-first web”.

In January last year, Google had announced that it will phase out use of third-party cookies – typically used to track users on the web – in Chrome within two years.

In a blogpost, Google highlighted that there has been a proliferation of individual user data across thousands of companies, typically gathered through third-party cookies, and that this has led to an “erosion of trust”.