Google (GOOG) might be changing how the company tracks online activity from its users by giving them more privacy.
USA Today reports that the world’s largest search engine will replace its third-party cookies with an anonymous identifier for advertising — or AdID. The new system will give users more privacy and control over how they use the internet, keeping their information and identity anonymous, according to an unnamed source.
The current cookies track user activity to determine what their interests are and post ads on the side relevant to their searches. The source added that users will be able to change their settings on their browsers so they can limit ad tracking from third-party sources.
Advertisements are a major source of revenue for Google as the company makes up about a third of worldwide online ad revenue.