USA Today reports Google is developing AdID, a new method to anonymously track your browsing activity for marketing purposes. AdID is designed to replace third-party cookies and promises to give users more control over how they are tracked online.
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, the person said, on condition of anonymity.
The person did not want to be identified because Google has not made the proposal public — although the company plans to reach out to industry participants, government bodies and consumer groups in coming weeks and months.
"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," Google spokesman Rob Shilkin said. He declined to comment further.