Google Plans to Stop Targeting Ads Based on Your Browsing History It's a big step towards becoming more privacy focused.

By D. Hardawar Edited by Frances Dodds

This story originally appeared on Engadget

NurPhoto/Getty Images via engadget

In a major change for its core business model, Google said today that it plans to stop selling ads that rely on your individual web browsing history. Additionally, it won't build any tools to track your specific data across its products in the future. The announcements come after Google has committed to removing support for third-party cookies in Chrome, a move that would effectively kill the main source of data tracking for advertisers and websites. If Google stays true to its word, its future ad business won't look anything like we've seen over the last few decades.

"People shouldn't have to accept being tracked across the web in order to get the benefits of relevant advertising," David Temkin, director of product management for Google's Ads Privacy and Trust team. "And advertisers don't need to track individual consumers across the web to get the performance benefits of digital advertising."

It's hard to fathom that statement coming from Google, a company that's built an empire by monetizing your browsing data. Looking forward, Temkin says the search giant is planning to use privacy-preserving APIs, like the "Federated Learning of Cohorts API" (FloC), to deliver relevant ads. That solution will rely on groups of users with similar interests, rather than drilling down to your specific behavior.

He also points out that there may be other tracking techniques from other companies, including graphs based on email address. "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," Temkin noted.

Google plans to make FLoC-based cohorts available for testing in Chrome trials later this month, with its next update. And it aims to test those cohorts with advertisers in Google Ads in the second quarter. Chrome users will also get access to new user privacy controls in April.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Social Media

AI Is Transforming the Workplace — Including Social Media Marketing. Here's How Businesses Can Actually Use It.

Artificial intelligence is transforming social media management for small and medium-sized businesses, helping them enhance scalability, improve cost efficiency and build stronger customer relationships.

Business News

Your Old Apple AirPods Can Soon Act as an Over-the-Counter Hearing Aid, According to the FDA

The new software is compatible with the Apple AirPods Pro and accessible through iOS — for free and now FDA-authorized.

Side Hustle

This 30-Year-Old's $6,000-a-Month Side Hustle Started Making Money 'Immediately' — But He's Not Quitting His Day Job

Derrick Mathy works in orthopedic surgical device sales and is on a mission to bring people together in real life.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

'Unprecedented in Our 53-Year History': Southwest Airlines Announces Its First Mass Layoffs Ever

The airline is eliminating 15% of its corporate workforce, including many in senior leadership positions.

Business News

Elon Musk's xAI Claims Its New Grok 3 AI Is Better Than ChatGPT and DeepSeek: 'Seeing the Beginnings of Creativity'

xAI debuted the new AI on Monday, claiming it has 10 times the computational power of Grok 2.