Cookie was used as the industry’s primary tool for tracking browsing activity and gathering information about user interests for ad targeting, but now the this seems too much main stream, as Google think that cookies might not be relevant any more in the future.
The Company is trying to make Cookies redundant by forming AdID, which is an anonymous identifier that could be used for advertising purposes. It will give costumers more privacy on the web browsing.
Clark Fredricksen of digital advertising reporting firm, eMarketer, told USA Today, “There could be concern in the industry about a system that shifts more of the benefits and control to operators like Google or Apple.”
There are some Google’s Terms and conditions to which advertisers will need to follow to get access to AdIDs. The source also revealed that the tool will give users to exclude particular companies from the list of approved advertisers through the browser controls.
via Engadget