Internet search giant, Google said it would no longer track individuals on the web after it phases out existing ad-tracking technology from Chrome browsers, amid rising concern about privacy.

Google is planning to bring an end to ads that are targeted at users based on their individual browsing history across multiple sites.

In a blog post, David Temkin, Google’s director of product management for ads privacy and trust, said, “Today, we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.

“People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising. And advertisers don’t need to track individual consumers across the web to get the performance benefits of digital advertising,” Temkin continued.

Google first said early last year that it would get rid of third-party cookies, which for decades have enabled online ads. The move was designed to meet growing data-privacy concern in Europe and the U.S.

Google said that next year it planned to stop using or investing in tracking technologies that uniquely identify web users as they browse the internet.

“This points to a future where there is no need to sacrifice relevant advertising and monetization in order to deliver a private and secure experience,” Temkin said. 

Google clocked an increase of 22% in advertising revenue to $46.2 billion in the fourth quarter compared with a year earlier. The result exceeded Wall Street estimates.