According to USA Today, Google plans to abandon third party cookies (mini programs that track your web browsing) in favor of an anonymous ID system that it will share with those advertisers and ad networks that abide by its guidelines.
The news comes on the same day as an industry-working group dedicated to a “Do Not Track” standard effectively collapsed. The group was supposed to develop a standard for how online marketers collect consume data, but the process has gone nowhere; last month, an influential privacy advocate from Stanford gave up on the group and, today, the Digital Advertising Alliance did the same.
As the Hill reported, the failure of this industry attempt to come up with a “Do Not Track” plan means that Congress is likely to step in and pass a plan of its own. If this is the case, Google’s reported move away from cookies may help it stay ahead of the regulatory curve.
See the full story here: http://gigaom.com/2013/09/17/google-ready-to-chuck-cookies-as-ground-shifts-for-online-ad-rules/?utm_source=General+Users&utm_campaign=3ee6eb3d41-c%3Amed+d%3A09-18&utm_medium=email&utm_term=0_1dd83065c6-3ee6eb3d41-99147229