Google wants to avoid any dramatic decrease in advertising revenue and continue to deliver personalized ads that will help keep content alive. To do this, Google proposed various initiatives that will take place over the next several years.
Google will prevent “fingerprinting” in the Chrome browser. Google announced in May 2019 that they will limit the number of API calls a website can make; however, they did not provide a specific number. By doing this, sites will not be able to conduct individual level identification of anyone. Another proposal that was presented to key stakeholders and other browsers was the inability to target certain segments until those impression counts are in the thousands, which will make it harder to identify individual people.
All the proposals Google presented were in complete contrast with that of other browsers which focus more on consumer privacy at the expense of advertising dollars.