This effort is similar to Chrome's previous implementation of a built-in ad blocker[1]. As before, the goal isn't to completely eliminate ads or tracking, rathe

This effort is similar to Chrome's previous implementation of a built-in ad blocker[1]. As before, the goal isn't to completely eliminate ads or tracking, rather it's to push the advertising industry in a direction that's more acceptable to users, with the understanding that that approach is likely better for the industry (and therefore Google) long-term. In this case, Google wants to maintain the ability to target ads and detect click fraud, but eliminate server-side tracking as many users find the latter practice undesirable. Given that these changes will affect the entire advertising industry, not just Google, it's unsurprising that their competitors would claim anti-trust. They have a point; Google undeniably _is_ using their control over the Chrome browser to make changes that directly impact their competitors. Google may genuinely believe these changes are good for the industry as a whole, but that might be hard to argue in court, particularly if competitors with particularly intrusive tracking mechanisms are disproportionately impacted. This will be interesting to watch. [1]: https://blog.chromium.org/2018/02/how-chromes-ad-filtering-works.html https://blog.chromium.org/2018/02/how-chromes-ad-filtering-w...