Google is planning to announce new tools for Chrome that offer users more control over third party tracking cookies. The controls and default settings would be somewhat less “severe” than the anti-cookie tracking moves made by Safari and Firefox, which adopted default tracking protection.
Chrome has a 63% market share globally and a 50% share in the U.S. Depending on what Google announces it could be the nail in the cookie coffin — not unlike how Apple killed Flash. Marketers have been anticipating the end of cookies for some time.