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Google will introduce a new system for tracking Chrome browser users.

Google will introduce a new system for tracking Chrome browser users.

The company is scrapping another plan that would have blocked so-called cookies after advertisers and regulators complained it gave Google too much control

When Google announced a plan to block digital tracking cookies from its Chrome web browser two years ago, the advertising industry and regulators worried that the proposal would further entrench the search giant’s dominance over online ads.

The outcry eventually forced Google to delay its rollout by nearly two years to late 2023.

On Tuesday, Google said it was scrapping its old plan and offered a new way to block third-party trackers in Chrome with an online advertising system called Topics. The new system would still eliminate cookies, but it would inform advertisers of a user’s areas of interest — such as “fitness” or “autos and vehicles” — based on the last three weeks of the user’s web browsing history. The Topics will be kept for three weeks before they are deleted.

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