Dive summary:
- AdID, currently in development by Google, will change the way advertisers track Internet activity in the $120 digital advertising industry, replacing third-party cookies.
- Advertisers and ad networks agreeing to basic terms would receive an user's anonymous AdID, additionally giving Internet users more privacy by allowing them to limit tracking activity.
- While the AdID would give browsers more anonymity, many in the industry are concerned that the move gives too much power to the technology's developers—and two of the world's biggest tech companies—Google and Apple, which has its own ad identifiers for iOS.
From the article:
"The AdID may be automatically reset by the browser every year, and users will be able to create a secondary AdID for online browsing sessions they want to keep particularly private, the person explained.
Advertisers will get access to these AdIDs, as long as they adhere to the terms of the program. However, users may be able to change the list of approved advertisers, through controls in the browser, to exclude specific firms, the person added."
