Google progresses plan to remove all the third-party cookies

Google is pushing forward with its plan to remove a widely used tracking technology from its Chrome web browser, despite complaints from rivals that rely on it to target ads at individuals.Google says it's making progress on plans to revamp Chrome user tracking technology aimed at improving privacy even as it faces challenges from regulators and officials.

Third-party cookies been a longtime source of privacy concerns and the tech giant said that it will bring new changes to overcome it. The changes will affect Chrome, the world’s dominant web browser, as well as other browsers based on Google’s Chromium Technology such as Microsoft’s edge. Rival browsers Safari and Mozilla Firefox have already removed third-party cookies by default.

Google has recently made an announcement that it will be releasing new data on one proposed technology, which has individual identifiers. The technique hides individual users in the online crowd and keeps a person’s web history private on a device’s browser. Test results shows that it can be an effective replacement for third-party cookies and advertisers can expect to see at least 95 percent of the conversions per dollar spent when compared to cookie-based advertising.