The Wall Street Journal (WSJ) quoted people familiar with the situation as saying that Google, owned by Alphabet (GOOGL.O), will launch a dashboard-like feature on its Chrome browser to give users more control over avoiding cookie tracking.
Cookie is a small text file that tracks Internet users. Advertisers use it to analyze users'interest in browsing web pages, thus targeting advertisements to consumers.
The report said that although Google's new tools are not expected to seriously weaken Cookie's ability to collect data, they may help Google expand its huge advantage over its online advertising competitors.
According to eMarketer, Google, with 3 billion users, has helped it become the world's largest Internet advertising vendor, leading Facebook Inc (FB.O) by 20% of its revenue by nearly a third.
According to eMarketer, total digital advertising spending in the United States will grow by 19% to nearly $130 billion in 2019.
Google's plan has been running intermittently for at least six years, and has accelerated since Facebook revealed last year that it misshared user data with Camridge Analytica.
According to the Wall Street Journal, Google is targeting cookies installed by profitable third parties rather than users browsing the site on their own initiative.
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