Google and other tech behemoths will eventually pay for media content, says Australia’s treasurer, Josh Frydenberg.

LONDON—Google says it’s making progress on plans to revamp Chrome usertracking technology aimed at improving privacy even as it faces challenges from regulators and officials.

The company gave an update Monday on its work to remove from its Chrome browser so-called third-party cookies, which are used by a website’s advertisers or partners and can be used to track a user’s internet browsing habits.

Third-party cookies have been a longtime source of privacy concerns and Google said a year ago it would do away with them, in an announcement that shook the online advertising industry.

The changes will affect Chrome, the world’s dominant web browser, as well as other browsers based on Google’s Chromium technology such as Microsoft’s Edge. Rival browsers Safari and Mozilla Firefox have already removed third-party cookies by default.

In a blog post, Google’s group product manager for user trust and privacy, Chetna Bindra, sought to ease fears about the project, saying the proposals will “help publishers and advertisers succeed while also protecting people’s privacy as they move across the web.”

Google said it was releasing new data on one proposed technology, which does away with “individual identifiers” and instead groups users into large demographic flocks. Tests results showed it can be an effective replacement for third party cookies, Bindra said.

Marketers for an Open Web, a U.K. industry lobbying group, said Google’s announcement did nothing to ease concerns voiced by the ad industry and regulators and questioned whether the data showed what it claimed.