On the heels of Apple’s recent announcement of strict privacy controls for its Safari browser, Google has now formally proposed its own measures to safeguard user identity. While both companies are taking similar approaches by restricting user tracking through cookies and device / browser fingerprinting, Apple is taking a no-compromise stance, while Google is trying to strike a balance between ensuring individual privacy, while accommodating content publishers dependent on ads.

Google’s announcement seems like a formalization of their plans revealed earlier this year to implement more stringent anti-tracking controls, but it appears that Apple’s dramatic positioning forced their hand into publicly clarifying their intentions to respect individual privacy.

Perhaps nothing is more worrisome than a looming threat to a critically important revenue stream.