Google is presently developing a new technology tool that would substitute “Cookies” as a system for advertisers to follow the path of a user's Web browsing activity and it could shake up the $120 billion digital advertising industry. This latest technology, called "AdID", should be an unknown identifier for each user. Advertisers are worried about the interruption and what it would cause in the industry and the enlarged control that Google would have over it.
The AdID should be transmitted to advertisers and ad networks that have agreed to basic rules, and at the meantime they will give to consumers more confidentiality and control over how they look through the Web on condition of secrecy.
Google is scheduling to get to consumer groups, government bodies and industry participants in a short time.
Google’s spokesperson Rob Shilkin said: “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”.
Google’s actions will be strongly observed by the advertising industry because its Chrome browser is the most popular in the world right now, and also the group is the leader in online advertising.
The industry uses the “Cookies” technology to put together all people's interests; as a result other significant advertising can be exposed to them online. On the other hand, tracing technology it has become complicated that it has lifted up privacy problems.
Apple's Safari browser blocked cookies from its introduction in 2003, and the Apple Company launched its own ad identifiers for its iOS mobile platform one year ago.
If Google will use this strategy, that could provide users more control over how they are tracked online but, it will also give additional power in the hands of two of the biggest technology companies.
Google's plan is not radical; the company is working on its project as an option tracking instrument for advertisers.
However, the latest tool will give people the capability to limit ad tracking through browser settings.
The AdID should be mechanically reset by the browser each year, and users will be able to create a secondary AdID for online browsing sessions if they want to keep particularly private. Advertisers will obtain access to these AdIDs only if they adhere to the conditions of the program.
Additionally, users might change the list of accepted advertisers, with constantly controls in the browser.
I believe that Google is going into the right direction to maintain its leadership position and revenues while enhancing consumers’ experience and protecting their privacy.