Google says it's working to overhaul its Chrome browser to let users limit the number of tracking cookies that follow you around.

Developer Jesus Suarez wears Google Glass glasses waits for the keynote address of the Google I/O conference in Mountain View, Calif., Tuesday, May 7, 2019.[Photo: AP]

The privacy-focused announcement from Google comes as tech companies are facing increasing scrutiny over the amount of user information they collect in order to sell ads.

Google says it's changing how cookies work to better identify those used by third-party websites and advertisers to track users. The company says that change will enable users to clear most tracking cookies while leaving alone those used to preserve logins and personalized website settings.

Google says it's also introducing "anti-fingerprinting" measures to block other techniques used to identify and track individuals.

Apple made similar changes to its Safari browser last year.

The announcements came Tuesday during Google's developers conference in Mountain View, California.