Google eyes big change in online tracking for ads
Google, the world's largest Internet search company, is considering a major change in how online browsing activity is tracked, a move that could shake up the $120 billion digital advertising industry.
Google, which accounts for about a third of worldwide online ad revenue, is developing an anonymous identifier for advertising, or AdID that would replace third-party cookies as the way advertisers track people's Internet browsing activity for marketing purposes, according to a person familiar with the plan. 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. If Google follows through with its own version of this approach, that could give users more control over how they are tracked online. However, it will also put more power in the hands of two of the largest technology companies, according to some people in the advertising industry.