Google May Replace Cookies With Unique AdIDs

Posted by timothy on Friday September 20, 2013 @12:20PM from the would-smell-as-sweet dept.

markjhood2003 writes "According to a story published in USA Today, an anonymous source at Google familiar with the plan has revealed that Google is developing an anonymous identifier for advertising tracking, replacing the function of third party cookies currently used by most major advertisers. The new AdID supposedly gives consumers more privacy and control over their web browsing, but the ad industry is worried about putting more power in the hands of large technology companies. Sounds like the idea could have some promise, but at this point the proposal is not public so we will probably have to wait until Google reaches out to the industry, government and consumers to provide the details."

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Re:Give consumers more privacy? by Animats · 2013-09-20 13:03 · Score: 4, Informative

Or take away their ability to block tracking as they can currently do with cookies?
That's the basic idea. CNET covered this a few days ago. "The AdID would be transmitted to advertisers and ad networks that have agreed to basic guidelines, giving consumers more privacy and control over how they browse the Web,"
Expect meaningless, easy to evade "basic guidelines", like TrustE.