The world’s most popular browser is about to make it a lot harder for advertisers to track users online activity. Google Chrome is ditching third-party cookies for good. If all goes according to plan, then future updates to the world’s most popular web browser will rewrite the rules of online advertising and make it far harder to track the web activity of billions of people. But it’s not that simple. What seems like a big win for privacy may, ultimately, only serve to tighten Google’s grip on the advertising industry and web as a whole.

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