Google Chrome Catches Up To Safari, Firefox; Adds Tool To Block Ads, Cookies For Enhanced PrivacyGoogle CEO Sundar Pichai speaking at the Google’s Annual I/O conference 2019.(screen grab via Phandroid/Youtube) 

Tech giant Google at its annual I/O event in silicon valley has introduced a set of tools across its products giving more control to users over their data, the New Indian Express reports. The company revealed its privacy controls among a few other announcements on its future devices and applications.

CEO Sunder Pichai said, “We think privacy is for everyone — not just for the few, and want to do more to stay ahead of constantly evolving user expectations.”

The tech giant will release an update for its browser Chrome which gives users a choice to block ads and stop third-party cookies. It will also enable users more control over their data by permitting them in navigating its maps, watching videos and searching information in incognito mode, that way limiting the information shared with the company.

The company will also enable the users of its apps to easily find and delete data after three months or eighteen months. The company also said it is aggressively fighting against fingerprinting on its browser.

The latest privacy settings from Google come in an attempt to are catch up with Apple’s Safari and Mozilla’s Firefox who have more robust tools to block trackers and prevent data transfer. It is also an attempt to follow privacy laws around the world.

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