Google is often a compilation of contradictions in the way it handles certain issues. That’s to be expected from a company so large. The latest contradiction is that they want to help people be more private in their browsing, but they also want to be able to continue to show relevant ads.

Google, the biggest online advertising company, is considering a new way to help advertisers track people across the Web and consolidate its power in the industry.

Google could create an anonymous identifier, tied to users of its Chrome browser on a specific device, that advertisers would use to target ads, according to a person briefed on the plan who declined to be identified because the plan is young and one of several options being considered.