IAB proposes a new tracking alternative to the cookie

guest · Sep 5, 2019

IAB proposes a new tracking alternative to the cookie
September 5, 2019
https://techcrunch.com/2019/09/04/iab-cookie/

The Interactive Advertising Bureau’s Tech Lab is calling for a new approach to online tracking, one that would replace the long-lived cookie.
In a lengthy post, the IAB Tech Lab’s Jordan Mitchell runs through the history of tracking, describing the cookie as “a boon to the internet” that allowed websites to tailor their ads and content to each visitor, while acknowledging that this approach has some shortfalls:

In other words, instead of one-off cookies, consumers would be tracked by a single identifier across the web. In order to get access to that identifier, Mitchell said companies would have to “consistently demonstrate compliance to the privacy preferences attached.”

In response to the proposal, Brendan Eich, CEO of ad-blocking browser company Brave, tweeted, “Who’re they kidding? A single ‘token’ will uniquely identify you & be linked to your name & personal data in a trice among sites sharing info w/ their 3rd parties.”
Mitchell acknowledged the likelihood of skepticism in an interview with CNET, where he said, “Who’s going to trust the [ad] industry [to] come save the day? No one. [...]"
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IAB: The Evolution of the Internet, Identity, Privacy and Tracking – How Cookies and Tracking Exploded, and Why We Need New Standards for Consumer Privacy

Rasheed187 · Sep 7, 2019

These guys must be out of their minds. They still don't understand that the reasons why millions have started to use ad-blockers is because of the annoying ads and the tracking.

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