Google is reportedly working on an anonymous identifier system for advertising, or AdID, which would replace third-party cookies that track users' behaviour for advertising purposes.
Generating its own secret identifier for each web user, the new system gives users more control over what data is collected by advertisers.
A Google spokesperson was cited by the USA Today as saying that the technological enhancements can improve users' security while ensuring the web remains economically viable.
"We and others have a number of concepts in this area, but they're all at very early stages," the spokesperson said.
The personal identifier also enables internet users to tailor a setting in their browser to determine the amount of data being used by advertisers.
According to the search engine major, the AdID would be sent out to advertisers and ad networks that comply with basic guidelines, offering consumers more privacy and control over how they browse the web.
Google's latest proposal could force advertisers to switch to its services to find information regarding online users' shopping practises and preferences.
At the start of the year Google was sued by users of Apple's Safari browser, for allegedly tracking their online browsing behaviours.