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Google, which accounts for about a third of worldwide online ad revenue, is developing an anonymous identifier for advertising, or AdID, that would replace third-party cookies as the way advertisers track people's Internet browsing activity for marketing purposes, according to a person familiar with the plan.
The AdID would be transmitted to advertisers and ad networks that have agreed to basic guidelines, giving consumers more privacy and control over how they browse the Web, the person said, on condition of anonymity.
The person did not want to be identified because Google has not made the proposal public...Report: Google Looks At New Ad Tracking ID, AdID, To Replace Cookies [usatoday.com]
Google, which accounts for about a third of worldwide online ad revenue
it's too bad usa today was the source for that story.