Google adds ad-tracking opt-out extension to Chrome

The company's Chrome extension will allow users to tailor the personalisation of ads, following Mozilla's push for do-not-track features for browser privacy

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

Chrome ad opt-out

The Chrome Keep My Opt-Outs extension allows users to tailor the personalisation of ads. Credit: Google

The Keep My Opt-Outs feature, an extension for Chrome, can allow a user to opt out or tailor the personalisation of ads.

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

For more on this ZDNet UK-selected story, see Google launches new Chrome privacy feature, Keep My Opt-Outs on

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