By: Shmuel Edeltuch

Google Announced on Wednesday that it would stop selling personalized ads, which are based
off a users personal browser history.

In a blog post, David Temkin, Google’s Director of Product Management, Ads Privacy and Trust,
said “People shouldn’t have to accept being tracked across the web in order to get the benefits
of relevant advertising. And advertisers don’t need to track individual consumers across the web
to get the performance benefits of digital advertising”.

Instead, Google says it will use new technologies it has been developing in what it calls a
“privacy sandbox” to target ads without collecting information from individuals browsing history.

Referencing alternative way to target personalized ads “We’ve been working with the broader
industry on the Privacy Sandbox to build innovations that protect anonymity while still delivering
results for advertisers and publishers” David Temkin said in the blog post.

Google’s planned change was met by disapproval in the advertising industry, with many top
executives voicing their concerns.

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Avrumy Schwartz

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