Google used to track the activities of users by a widely used technology. This facilitated its digital advertising business. There was a hue and cry about this from regulators and competitors. Google thus decided to remove cookies from Chrome or blocking trackers. Still there is a discussion on how the right solutions can be evolved. There are proposed enquiries in Europe, Britain and elsewhere where these changes in Chrome are to be discussed. There could be more aggressive measures to curb online tracking. Google already knows too much about the interests and habits of its users.

In the meantime, Google has decided to introduce Privacy Sandbox. It introduces a new set of tools to approximate the role played by cookies without the same privacy concerns of tracking individuals otherwise.