Dark Reading is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Risk

Google's Plan To Kill Cookies

Google proposes anonymous identifier for advertising, or AdID, to replace cookies used by third-party marketers. Google would benefit -- but would consumers?

Google Nexus 7, Chromecast: Visual Tour
Google Nexus 7, Chromecast: Visual Tour
(click image for larger view)
Google is floating a plan to cease tracking Internet users with cookies, which are bits of code stored in browsers that allow third-party advertising and marketing firms to track consumers' browsing habits.

Instead, Google is proposing a new system that would use an anonymous identifier for advertising -- or AdID -- to collect information on users, USA Today first reported. Advertisers and advertising networks that agreed to abide by Google's code of conduct -- which has yet to be detailed -- would then be given access to AdID. Theoretically, that code of conduct would enshrine some basic privacy protections for consumers, including the ability to opt out, or to assign different AdID policies to different sites, but any such details have yet to be released.

Asked to comment on the report, a Google spokeswoman emailed the following statement: "We believe that 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."

[ Here's how Google is personalizing its answers to your questions: Google Search: 5 New Ways To Get More Personal. ]

Google reportedly plans to meet with consumer groups, government agencies, industry groups and anyone else with a stake in the $120 billion online-advertising industry, which Google dominates. In addition, according to Net Market Share, Google's Chrome browser also enjoys a 16% share of the browser market. Although less than IE (58%) and Firefox (19%), that still gives Google added leverage.

Advertisers, however, have responded in a lukewarm manner to Google's suggestion, because it would largely consolidate advertising power in the hands of Google, as well as Apple, which last year introduced a unique Apple Advertising Identifier for all iOS devices, together with prohibitions on developers or marketers using a device UDID to directly track users. "There could be concern in the industry about a system that shifts more of the benefits and control to operators like Google or Apple," eMarketer's Clark Fredricksen, who tracks the digital ad industry, told USA Today.

Previous
1 of 2
Next
Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
rradina
50%
50%
rradina,
User Rank: Apprentice
9/23/2013 | 1:21:09 PM
re: Google's Plan To Kill Cookies
I agree that share looks low. However I recently read that one statistic group recently changed its methods. Among other things, they stopped counting page hits rendered in the background but never viewed (how they know that...I have no idea). They claim hits that are never viewed skew the numbers. I believe the article claimed Chrome leverages background page rendering more than other browsers and thus took the biggest negative hit.
WKash
50%
50%
WKash,
User Rank: Apprentice
9/20/2013 | 9:19:46 PM
re: Google's Plan To Kill Cookies
While this seems like a potentially better way to deal with privacy issues, I wonder whether the advertising world will go along with letting Google create a new standard that inevitably will give Google an advantage in tracking online behavior.
Somedude8
50%
50%
Somedude8,
User Rank: Apprentice
9/20/2013 | 4:22:03 PM
re: Google's Plan To Kill Cookies
If one wants to advertise on the web, one would have to play by the rules of a single corporation? Yeah...
Lorna Garey
50%
50%
Lorna Garey,
User Rank: Ninja
9/20/2013 | 2:02:39 PM
re: Google's Plan To Kill Cookies
Nice analysis - killing cookies only makes them 'not evil' if they don't replace with something equally snoopy. I'm somewhat surprised Chrome is only at 16% - doesn't seem like a half-baked idea like this is going to help that.
David F. Carr
50%
50%
David F. Carr,
User Rank: Apprentice
9/20/2013 | 1:55:15 PM
re: Google's Plan To Kill Cookies
I know they haven't released details, but any clue how this AdID code would be tracked, if not with a cookie? Would browsers have to build in support specific to tracking this other type of code?
SOC 2s & Third-Party Assessments: How to Prevent Them from Being Used in a Data Breach Lawsuit
Beth Burgin Waller, Chair, Cybersecurity & Data Privacy Practice , Woods Rogers PLC,  12/5/2019
Navigating Security in the Cloud
Diya Jolly, Chief Product Officer, Okta,  12/4/2019
Register for Dark Reading Newsletters
White Papers
Video
Cartoon Contest
Write a Caption, Win a Starbucks Card! Click Here
Latest Comment: Our Endpoint Protection system is a little outdated... 
Current Issue
Navigating the Deluge of Security Data
In this Tech Digest, Dark Reading shares the experiences of some top security practitioners as they navigate volumes of security data. We examine some examples of how enterprises can cull this data to find the clues they need.
Flash Poll
Rethinking Enterprise Data Defense
Rethinking Enterprise Data Defense
Frustrated with recurring intrusions and breaches, cybersecurity professionals are questioning some of the industrys conventional wisdom. Heres a look at what theyre thinking about.
Twitter Feed
Dark Reading - Bug Report
Bug Report
Enterprise Vulnerabilities
From DHS/US-CERT's National Vulnerability Database
CVE-2019-19604
PUBLISHED: 2019-12-11
Arbitrary command execution is possible in Git before 2.20.2, 2.21.x before 2.21.1, 2.22.x before 2.22.2, 2.23.x before 2.23.1, and 2.24.x before 2.24.1 because a "git submodule update" operation can run commands found in the .gitmodules file of a malicious repository.
CVE-2019-14861
PUBLISHED: 2019-12-10
All Samba versions 4.x.x before 4.9.17, 4.10.x before 4.10.11 and 4.11.x before 4.11.3 have an issue, where the (poorly named) dnsserver RPC pipe provides administrative facilities to modify DNS records and zones. Samba, when acting as an AD DC, stores DNS records in LDAP. In AD, the default permiss...
CVE-2019-14870
PUBLISHED: 2019-12-10
All Samba versions 4.x.x before 4.9.17, 4.10.x before 4.10.11 and 4.11.x before 4.11.3 have an issue, where the S4U (MS-SFU) Kerberos delegation model includes a feature allowing for a subset of clients to be opted out of constrained delegation in any way, either S4U2Self or regular Kerberos authent...
CVE-2019-14889
PUBLISHED: 2019-12-10
A flaw was found with the libssh API function ssh_scp_new() in versions before 0.9.3 and before 0.8.8. When the libssh SCP client connects to a server, the scp command, which includes a user-provided path, is executed on the server-side. In case the library is used in a way where users can influence...
CVE-2019-1484
PUBLISHED: 2019-12-10
A remote code execution vulnerability exists when Microsoft Windows OLE fails to properly validate user input, aka 'Windows OLE Remote Code Execution Vulnerability'.