Google launches new Chrome privacy feature, Keep My Opt-Outs

Google on Monday launched a feature in its Chrome browser that allows you to permanently opt out of ad tracking cookies.

The feature, an extension for Chrome, can allow a user to opt out or tailor the personalization of ads.

The search giant's move comes as rival Mozilla is also exploring features to make it easier to opt out of behavioral targeting. The Federal Trade Commission has pushed for a Do Not track mechanism to better guard privacy.

Google said in a blog post that it has 50 companies that will allow you to opt out. But Google also added:

The industry has faced a recurring technical challenge with these opt-outs and controls. If you clear your browser’s cookies, all customized settings — including these opt-outs — are lost. Another challenge is that sometimes new companies offer opt-outs, so you’d have to check frequently to make sure you’re opted out of what you want. A better “Do Not Track” mechanism is a browser extension that means you can easily opt out of personalized advertising from all participating ad networks only once and store that setting permanently.

Related: Do Not Track technology gains steam, but hurdles remain