Google announces plan to tackle privacy issues in online advertising

Company attempts to chart middle ground between Apple's privacy-first approach and the needs of advertisers

Google has announced a plan to tackle privacy issues in online advertising, as the company attempts to chart a middle ground between Apple's privacy-first approach and the needs of advertisers - including itself.

Google will use AI to bundle an individual user with similar visitors in an attempt to convince users that they don't need to block all tracking on the internet to preserve their privacy. It will also use a trusted server" to store adverts without needing to connect to hundreds of providers across the wider web, and cryptography to ensure that advertisers only find out the information they need to pay websites.