Most internet users understand the free content they consume is supported by data-driven advertising. Most people would prefer not to pay for content but are also increasingly concerned about online privacy.

Google is seeking to navigate a middle path that balances privacy and user control over data and personalized advertising, which the internet has become increasingly dependent on.

The guiding principles of the initiative are “transparency, choice and control.” Google’s Chetna Bindra, senior product manager, user trust and privacy, believes that this effort will potentially take several years to come to fruition. She also believes that the solution must be holistic and involve broad industry agreement about standards or it won’t work.