(The Hosting News) – Google may be ready to take a big bite out of the digital cookie. According to a USA Today report on Tuesday, the tech giant is working on what’s described as “anonymous identifier for advertising,” something that would replace the current website advertising platform known as third-party cookies.
According to the report, the move by the company could potentially shake up a digital advertising industry that’s worth around $120 billion.
Abbreviated “AdID” (which stands for “anonymous identifier for advertising), the tool would be transmitted through advertisers and ad networks who agreed on basic guidelines, in effect giving consumers more privacy controls.
The indication of Google’s plans came from an unidentified source who wanted to remain anonymous, USA Today noted.
Despite what sounds like a good idea, some remain hesitant regarding the approach, worrying that the move could put tracking into the wrong hands. “Restricting third-party cookies isn’t going to make relevant advertising go away; it just hands more power to big companies,” commented Triggit CEO Zach Zoelius via the USA Today report.
Third-party cookies have received increasing scrutiny since Mozilla released a version of its popular Firefox web browser which by default blocks them.