European publishers warn Google over ad overhaul

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Brussels

Europe’s biggest publishers warned Friday against a major change to Google’s ad technology which they say will only strengthen the company’s dominance of the online advertising business.

Google pledged on Wednesday that it would steer clear of tracking individual online activity when it begins implementing a new system for targeted ads without the use of so-called cookies.

Google’s Chrome, the world’s most popular web browser, will this month begin testing an alternative to the tracking practice that it believes could improve online privacy while still enabling advertisers to serve up tailored messages.—AFP