Chrome to make it tougher for publishers to track users browsing privately

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 23, 2019, 11:20 AM UTC

Publishers will need to revaluate their strategies.

Effective July 30, Google Chrome would’ve closed a loophole which allowed publishers to track users browsing through the Incognito mode. Private-mode browsers had to log in or toggle back to normal browsing to continue reading content or subscribe to enjoy continued access.

Barb Palser, partner and development manager, News and Web partnerships at Google recommended that publishers reduce the number of metered free articles, “harden” their paywalls and allow free registration for content viewing.

The article notes that tying up the loophole would “encourage more publishers to go all in on a hard paywall”. The Chrome update is part of Google’s efforts to proactively enable better privacy controls for users.    

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