Google follows Firefox with tracking blocker

Google has released a new extension for its Chrome browser, allowing users to retain privacy settings and block tracking cookies.

The Keep my Opt-Outs plug-in lets Chrome users permanently block ads that are set to recognise opt-out tracking protocols.

Google explained that the tool provides an importance balance, as it will allow users to retain their privacy without placing an outright block on ads that generate revenue for site operators.

"Importantly, we've designed the extension so that it should not otherwise interfere with your web browsing experience or web site functionality," said Google product managers Sean Harvey and Rajas Moonka in a blog post.

"This new feature gives you significant control without compromising the revenue that fuels the web content that we all consume every day."

The plug-in is available for free through the Google Chrome Web Store.

Rival browser developer Mozilla released a similar component for Firefox yesterday which allows a 'do not track' mechanism to be embedded within the browser's header.

Microsoft has also unveiled plans to put similar components into its upcoming Internet Explorer 9 browser.