Google has announced a timeline for implementing new privacy standards that will limit third-party use of a digital tool known as cookies.
Cookies track users’ internet activity and allow digital publishers to target advertising.
Tech firms have faced pressure to increase privacy protections amid mounting data breaches.
But analysts say the move gives Google more control over the digital ad market where it is already a dominant player.
Google’s parent company, Alphabet, makes the most of its revenue from ad sales.
To make advertising more personal web browsers collect small bits of information that allow them to create a profile of the users likes and online habits.
The new policy known as “privacy sandbox” will mean third-party ad sellers will need to go through Google to get information about internet users.
Google said its new policy would be rolled out over two years. The company announced its plans to limit third-party access to cookies in August 2019, but advertisers had hoped to have more time before it was implemented.
