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This story is available exclusively to Insider subscribers. Become an Insider and start reading now. Google s plans to nix ad tracking has big implications for adtech companies, brands, and publishers. Advertisers will shift to collecting consumer data and targeting people contextually, experts said. The move will likely make Google s ad business more powerful, ad execs said. Google sent shockwaves through the advertising industry on Wednesday when it announced that it would stop tracking individual users as they browse the web. It was already planning to strip third-party cookies from its Chrome browser by next year. Advertisers use that data to target and measure ads. It now plans to wipe out any tracking or tools that identify people, which advertisers use to pinpoint ads for specific audiences. ....