Google recently revealed that it is going to stop targeting ads online based on a user’s browsing history. The company also said that it won’t be building any tools that can keep track of specific user data across products. The announcements were made by Google on its Google Ads & Commerce blog.

“Keeping the internet open and accessible for everyone requires all of us to do more to protect privacy — and that means an end to not only third-party cookies but also any technology used for tracking individual people as they browse the web,” said Google.

It further mentioned that “people shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising. And advertisers don't need to track individual consumers across the web to get the performance benefits of digital advertising”.

 The blog states that Google announced its move to get rid of support for third-party cookies, which is why it has been working on the Privacy Sandbox to build innovations that protect user anonymity while also helping out advertisers and publishers.

Google also said that once third-party cookies are phased out, the company won’t build alternate identifiers to track individuals as they browse across the web, nor will the company use those in its products.

“We realize this means other providers may offer a level of user identity for ad tracking across the web that we will not — like PII graphs based on people’s email addresses. We don’t believe these solutions will meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long term investment,” mentions the blog post.

Google said that its products will be powered by privacy-preserving APIs that prevent individual tracking but still deliver results.