Google To Ditch Cookies For AdID

Better privacy control as long as you trust Google.

If you haven’t heard about the AdID before, it’s because there is no such thing yet. However, according to USAToday, Google is working on an anonymous identifier (AdID), which would eventually replace everyone’s beloved cookies.

As stated in the article, AdID would allow ad companies to target various web browser users but there are certain guidelines that would give consumers more control over their privacy, which does sound good on a paper.

While there is nothing to announce yet, Google spokesman, Rob Shilkin, did not deny the rumor. Instead, he said that the “Technological enhancements can improve users’ security while ensuring the Web remains economically viable. We and others have a number of concepts in this area, but they’re all at very early stages,”.

While details remain break, various people in the ad industry business have expressed their skepticism and concern, especially since Google would be the one controlling the whole process.

[Via: Neowin]