Third party advertisers who embed cookies enabling them to identify every internet user could soon lose that privilege once Google implements the new privacy-enhancing user-privacy technology feature.

This follows three years’ use of the Federated Learning of Cohorts (FLoC) algorithm, a public testing phase of an agreed upon set of standards (Privacy Sandbox) that goes into the next phase of piloting come April where all third party cookies will be automatically blocked.

In place of an internet user’s individual identity being disclosed, Google has ruled that each user’s interests be regularly analysed before they are lumped in common interest groups where advertisers can access to push products and services.

The new privacy arrangement is to be expanded across all Google platforms by year end, thereby enhancing privacy for all users while reserving a window for advertisers to reach their audiences albeit anonymously.

The move, says Google, adheres to a clear privacy-first principle that will benefit its Google Chrome users with further privacy features being planned once proposals under review reach the origin trial stage based on end-user and industry feedback.

“That means an end to not only third-party cookies but also any technology used for tracking individual people as they browse the web. We remain committed to preserving a vibrant and open ecosystem where people can access a broad range of ad-supported content with confidence that their privacy and choices are respected,” said the IT software developer and platform operator.

Last year, Chrome announced its intention to remove support for third-party cookies, via development and establishment of the privacy policies that block all advertisers, technology companies and publishers must adhere to.

According to US-based marketing survey firm, Pew Research Center, 72 percent of people interviewed felt proliferation of individual user data across thousands of companies eroded public trust as many feel almost all their online “operations” are tracked by advertisers, technology firms or other companies.

The survey added that 81 percent saw potential risk to their wellbeing because data collection outweighs the benefits.

Google wants to control all data being viewed on its platform and that individuals logging in can view any content with third parties being barred from accessing such data.

The move could be a disincentive for free wi-fi providers who use the freebie to pry on internet users and harvest browsing history that is later used to make business decisions by different parties.

Free wi-fi is readily available within malls and in major towns, public and private offices as well as institutions of learning.

Some past concerns include fears that security agencies could be following an individual’s activities without permission.

Business rivalry is also a major reason for “privacy” intrusion where rival companies pay tech firms to track activities of their competitors.