For Android device users, Google will introduce new solutions that operate without cross-app identifiers — including Google Play services’s Advertising ID, which will limit data sharing with third parties and offer a user-resettable, and user-deletable ID for advertising.

Google Chrome, which is used for about 66% of all internet traffic, impacts more consumers than any other browser, so changing the way it tracks users would also have market-changing consequences.

“In the short term, there will be some disruption with advertisers struggling to market themselves effectively,” said Roger Beharry Lall, research director for IDC’s Advertising Technologies and SMB Marketing Applications practice. “This may seem good for consumers who are ‘cookie free.’ However, there will likely just be more irrelevant ads flooding the media trying to find an audience. So, it’s a bit of a double-edged sword.”