Google’s Planned Chrome Updates Will Enhance Privacy But Cause Complications for Ad Tech

Features will include the ability to specifically delete third-party cookies

Chrome users will be able to delete cookies used for online ad targeting (typically third-party cookies) from their web browser without having to sacrifice the utility of first-party data stored there. Getty Images

Google is to build a set of tools geared towards enhancing user privacy on its market-leading web browser Chrome with a planned series of updates it claims are built around respecting a users’ right to privacy set to be announced later this week, according to reports.

@ronan_shields ronan.shields@adweek.com Ronan Shields is Adweek's programmatic editor.