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Fatemeh Khatibloo, an analyst at Forrester, said these types of changes are a way for Chrome to protect its market share against more privacy-conscious browsers

Google said it would be updating its Chrome browser to give users more information about how they're being tracked across the web using cookies.

The changes, among other moves in the digital world toward more privacy features, will likely have deep implications for how some advertising players target consumers online.

The new Chrome feature was one of several Google announced Tuesday to show it's a proponent of consumer privacy. Apple has also tried to position itself as a champion for consumer privacy for its device owners. It recently unveiled a new version of its anti-tracking tool Intelligent Tracking Prevention, cutting a first-party cookie's lifespan to track your browsing history. Apple has also highlighted its privacy features in commercials and billboard ads.

But Google's changes could be a blow to other digital marketing companies, many of which use cookies to target ads and see whether they're performing. And industry players wondered whether Google might give its own tracking preferential treatment while boxing out other players. Some players say they're relieved about the immediate changes, but are preparing their businesses for a world where cookie usage is lessened.

"We are making a number of upcoming changes to Chrome to enable these features, starting with modifying how cookies work so that developers need to explicitly specify which cookies are allowed to work across websites — and could be used to track users," Google engineers wrote in a blog post on the Chrome changes

Chrome will enable users to clear all of those cookies, while not affecting single do...

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