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Google says it will stop tracking users on the internet to sell advertising

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THE Google will stop looking at what people access on the internet. The company said in a post on its official blog on Wednesday, 3, that it plans to stop collecting navigation information starting next year.

The decision points to accelerated changes in the market for the sale of digital advertising. Google currently collects user information to create digital profiles and target advertising that is more aligned with users’ interests.

The practice has been subject to intense scrutiny by regulators and privacy advocates, who point to the amount of information and data that companies such as Google and Facebook, giants in the digital advertising market, collect.

“If digital advertising doesn’t evolve to address the growing concerns that people have about privacy and how their personal identities are being used, we risk the future of the free and open internet,” said David Temkin, product director at Google and author of the text published on the company’s blog.

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