USA TODAY reports on a potential move by Google to replace third-party cookies with a new anonymous identifier (AdID) that would allow advertisers to track Internet browsing activity for marketing. The AdID would be communicated to online advertisers and ad networks that have aligned with agreed-upon guidelines in the attempt to give consumers more privacy and control as they browse the Internet. Though the program has not been officially announced by Google, a spokesman said, “Technological advancements 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.” According to the report, Google plans to reach out to industry, government agencies and consumer groups in the near future.
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