Google plans to stop selling ads based on individuals’ browsing across multiple websites, a change that could hasten upheaval in the digital advertising industry.

The Alphabet Inc. company said Wednesday that it plans next year to stop using or investing in tracking technologies that uniquely identify web users as they move from site to site across the internet.

... “If digital advertising doesn’t evolve to address the growing concerns people have about their privacy and how their personal identity is being used, we risk the future of the free and open web,” David Temkin, the Google product manager leading the change, said in a blog post Wednesday.

Google had already announced last year that it would remove the most widely used such tracking technology, called third-party cookies, in 2022. But now the company is saying it won’t build alternative tracking technologies, or use those being developed by other entities, to replace third-party cookies for its own ad-buying tools.

Instead, Google says its ad-buying tools will use new technologies it has been developing with others in what it calls a “privacy sandbox” to target ads without collecting information about individuals from multiple websites. One such technology analyzes users’ browsing habits on their own devices, and allows advertisers to target aggregated groups of users with similar interests, or “cohorts,” rather than individual users.