Google is working on an alternative ad tracking system that could replace cookies, according to USA Today. The new system is called “AdID,” and it would offer certain privacy and security enhancements over the cookie.
Cookies are little bits of code that advertisers and web sites drop into your browser as you surf the web. They track your web history, which advertisers use as a guide to your potential shopping interests.
That was the good news. The bad news is, Google will implement AdID, which is more efficient than cookies.
Here’s why they are moving away from the old system:
- Microsoft makes “do not track” the new default setting for Internet Explorer;
- Safari blocks third-party cookies altogether (they do?);
- Firefox’s new versions will block them.
Only Google Chrome has a setting: allow all cookies (but you can change that).
Supposedly advertisers prefer the new system anyway:
If Google could prove that AdID was more useful for advertisers and more private for users than cookies, it could start a gold rush (in Google’s favor) to use AdID.
It would also put Google’s AdID in competition with Apple’s cookie-substitute, the “identifier for advertisers” (IDFA or IFA). That cookie alternative is the default tracker on Apple’s mobile devices running the new iOS 7 operating system.
For more information, see here: Business Insider.
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