Google said Wednesday that it will stop tracking users across their internet searches to sell them targeted ads.
"People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising," David Temkin, Google's director of Product Management, Ads Privacy and Trust, said in a blog post.
"And advertisers don’t need to track individual consumers across the web to get the performance benefits of digital advertising," Temkin he also said.
The announcement follows Google saying last year that it had planned to enhance privacy on its web browser.
Google's initiative – named Privacy Sandbox – is set to phase out third-party cookies and will stop ad companies from tracking users across the internet.