The U.S. firm would work to a new medium that can act as an anonymous identifier which can still be used for advertising purposes. Called Adid, the system whose design is given to Google could replace the third-party cookies services.
Google could reshuffle the cards of the online advertising market. According to USA Today, the firm is considering to promote a new identifier to be used for online advertising. Called Adid, this element is supposed to replace the advertising cookies used to target the habits of Internet users.
The American company has not confirmed these claims, but an inside source said that this it is supposed to meet Adid as they receive data on the navigation but also for the protection of personal data since all be made anonymously by Google.
Also, partners who will use Adid may have to accept certain rules granting greater protections for users to respect their privacy online.
As a reminder, a cookie is a small file stored on a computer when a user visits a website. This document is then used to collect information and behavioral data, including browsing habits and therefore their needs, interests, wishes. If cookies are collected by the publisher of the browser, third party cookies come, for their part, as an entities in charge of collecting information on these activities. This information can then be used for advertising content.
The case is particularly difficult. The latest episode of the opposition between the browser vendors and representatives of the advertising occurred in March when Mozilla has decided, through a program dedicated to its developers, to block third-party cookies in their browser.
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