Menlo Park, Calif.—Google Inc. plans to eliminate the use of third-party cookies among its advertisers and replace that tracking process with an anonymous identifier, according to a report in USA Today.
The new technology would be provided to advertisers and ad networks that agree to use Google's guidelines. It will allow users to limit ad tracking and change their list of approved advertisers through browser controls, according to USA Today's report.
The Mozilla Foundation has considered implementing a cookie-blocking feature for its Firefox browser, a plan that has been criticized by the advertising industry. Apple Inc.'s Safari browser already uses this type of cookie blocking, and Microsoft Corp.'s latest Internet Explorer browser turns on do-not-track by default.