IP addresses serve as unique identifiers that can be used to track a user’s Internet habits. Marketing agencies and advertising brokers often rely on this data to create user profiles for targeted ads.

However, a new privacy-enhancing feature in Google Chrome aims to block such tracking attempts.

How will it work?

This technology will route internet traffic through Google’s proxy servers, thus hiding users’ real IP addresses. Google is also exploring the possibility of using two proxy configurations, which could provide an additional level of privacy.

The implementation of IP address protection will be gradual, as Google plans to gradually roll out this feature to a select number of websites. However, specific testing dates have not been announced yet.

Additionally, attackers may misuse Google’s proxy servers to mask distributed denial of service (DDOS) attacks or for fraudulent purposes. In such cases, Google may require user authentication, which could be considered a violation of privacy.

Of course, a big part of Google’s business model is based on user tracking and targeted advertising. Implementation of this IP address protection feature could potentially give Google a competitive advantage by creating problems for third-party companies that engage in similar activities.

As Google prepares to roll out this new privacy-enhancing feature, many will be watching closely to see if the feature lives up to its promise of giving users greater protection from online tracking.