New Platform from Google May Replace Third-Party Cookies

New Platform from Google May Replace Third-Party Cookies(Ping! Web Tech Magazine) – Pesky third-party tracking cookies may be replaced by a new platform from Google Inc.

According to a report from USA Today on Tuesday, the company was said to be working on AdID, an abbreviation which stands for “anonymous identifier for advertising.”

Third-party tracking cookies assist in helping advertisers gain a sense of peoples’ web surfing habits, as to gear content towards their interests.

On the other hand, AdID would provide more privacy to web surfers, transmitting the platform to advertisers and ad networks who have agreed to AdID’s basic guidelines, according to the unnamed source.

Google has refused to comment specifically regarding the possibility. However, Google rep Rob Skilkin did have this to say in the USA Today story: “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.”

Meanwhile, some analysts worry the new plan could place more power into the hands of tech giants like Google and Apple. “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 Coelius in USA Today’s report.