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Google has started allowing Chrome browser users to disable third-party cookies, a move that many in the digital advertising game has rallying against.

From today, 1% of global users, such 30 million people, will be randomly chosen and asked if they wish to “browse with more privacy”, meaning the removal of cookies – the slew of personal preferences stored on your device in order to allow advertisers to more effectively target you.

Google will eliminate all cookies later this year.

“When it comes to improving privacy on the web, the work is never finished,” Anthony Chavez, Google vice president, said in a blog post. “That’s why in Chrome, we continue to invest in features that protect your data and provide more control over how it’s used. This includes taking steps to limit the ability to track your activity across different websites.”

Chavez notes the company’s “responsible approach to phasing out third-party cookies in Chrome”, assuring advertisers that “as we work to make the web more private, we’ll provide businesses with tools to succeed online so that high quality content remains freely accessible — whether that’s news articles, videos, educational information, community sites or other forms of web content.”

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