Google (GOOGL  ) has begun preparing for the launch of its new privacy tools, which will work to limit the use of tracking cookies and endow users with more transparency with respect to how their information is being used by different types of cookies.

What sets Google apart from its competitors is the fact that it has set up a "dashboard" of sorts that allows users to pick and choose a plethora of different cookies combinations depending on what they prefer. This is unlike the Firefox Browser or Apple's Safari (AAPL  ), which has preset options regarding cookies settings that automatically update without the same level of transparency

Of course, the new changes make Google all the more marketable and palatable to individual users and corporate clients the world over, giving the tech behemoth an advantage and more scope for collecting advertising revenue.

"They're sort of marginal improvements," said Jeremy Tillman, president of Ghostery, which provides ad-blocking and anti-tracking software. "They are not bad, but they almost seem like they're designed to give the company a better messaging push instead of making wholesale improvements to user privacy."

Furthermore, the cookies that Google is targeting are not those that are directly related to the websites that are being used themselves, but rather those that are installed by third parties that seek to make a profit. This way, websites cannot effectively streamline consumer experiences, and there will be a greater need for Google's services.

That said, Google is not the only one upping its privacy game.

Microsoft (MSFT  ) also revealed a new privacy tools concept for its upcoming Chromium-based Microsoft Edge web browser on the first day of the 2019 Microsoft Build conference.

The move was made prior to Google's announcement, though it remains true that the new settings still only have three tiers of presets: unrestricted, balanced and strict, unlike Google which is more flexible.

The reason Microsoft did not fully integrate ad-blocking into its system like Google did may be because it is not as dependent on advertising revenue as Google is, and thus has less of a need to pander to mass privacy concerns that have been developing.