Recently, Google announced that it will no longer develop new ways to track individual users on the Internet. In addition, Google plans to phase out its existing ad tracking capabilities in its Chrome browser. This news has far-reaching consequences for both businesses and consumers. Google’s plans are the result of a push for more privacy for internet users. Online tracking of consumers with third-party cookies and location services is intended to improve the advertising experience. Ads can be more relevant because companies can target an accurate audience based on activity and location data.
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