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<p><!-- Make sure you modify the 4Cast title in this section -->
<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4cast #356: Will
cookies be replaced?</span><br>
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<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">October 16th, 2013</span></p>
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<p style="text-align: justify;font-size: 16px;
font-family: arial; line-height: 110%;"><img
class="alignleft size-full wp-image-4129"
alt="broken cookie"
src="cid:part4.09090903.02030805@oplin.org"
align="left" height="92" width="105">Two years
ago, we <a
href="http://www.oplin.org/4cast/?p=2179">wrote</a>
about zombie cookies (the web kind) that won't die
and continue to track Internet users despite
efforts to kill them. Last Friday, the <em>Washington
Post</em> ran an <a
href="http://www.washingtonpost.com/blogs/the-switch/wp/2013/10/11/the-internets-best-hope-for-a-do-not-track-standard-is-falling-apart-heres-why/">article</a>
about the probable collapse of the working group
affiliated with the World Wide Web Consortium that
was supposed to set up Do Not Track standards. And
rumors also began to surface last month about new
technologies that would replace the cookie and
track users in new ways for which there would be
no immediate remedy. If this makes you
uncomfortable, you'll be really thrilled to learn
that the companies pushing the efforts to replace
cookies are some of the giants of the Internet.
</p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://adage.com/article/digital/a-google-cookie-replacement-uproot-online-advertising/244241/">A
Google cookie replacement could upend online
advertising</a> (Ad Age/Tim Peterson)
"Third-party cookies are already endangered.
First-party cookies come directly from the sites
you visit, but third-party cookies are placed by
others. The "Do Not Track" movement now causing
so much conflict is predicated on making it
harder for companies to use third-party cookies
to follow consumers around the web and serve ads
based on their behavior."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.mercurynews.com/larry-magid/ci_24142892/magid-replacement-tracking-cookies-could-have-big-impact">Replacement
for tracking cookies could have big impact</a>
(San Jose Mercury News/Larry Magid) "Web
operators that use cookies will not only deny
that they can identify actual users, but will
also fire back that the ability to target ads is
essential for them to make the money they need
to offer the services we want. And they have a
point. We all love being able to read news,
conduct searches and do our research, without
having to fork over a credit card. Collectively,
companies spend billions of dollars to offer
these free services and they have to recoup that
investment."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://marketingland.com/microsoft-joins-the-anti-cookie-movement-working-on-its-own-replacement-61253">Microsoft
joins the anti-cookie movement, working on its
own replacement</a> (Marketing Land/Ginny
Marvin) "Microsoft and Google both have said
their efforts in this area are in early stages.
Still, the move toward proprietary technology by
a handful of behemoths - Google, Apple, Facebook
and Microsoft among them - gives pause to many
in the industry. Not only would these companies
have insight into the data generated from their
tracking technologies, there is the potential
these companies could hoard advertiser data."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.usatoday.com/story/tech/2013/09/17/google-cookies-advertising/2823183/">Google
may ditch 'cookies' as online ad tracker</a>
(USA Today/Alistair Barr) "The Interactive
Advertising Bureau, which represents the
industry, at least wants some type of tracking
technology available for advertisers, whether
third-party cookies or something else, said Mike
Zaneis, the group's general counsel. However,
leaving such ad identifiers in the hands of a
few large companies is not ideal, he added.
'They could deprecate the use of that ID on a
whim, basically, and severely undermine billions
of dollars in digital ad spending,' Zaneis
said."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Mobile
fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">These big
companies are not replacing their tracking
technology just because they don't like cookies.
They're looking for something different because
third-party cookies don't work on mobile devices,
and mobile devices currently account for about a
fifth of all web traffic.
</div>
<div style="text-align: left;"> </div>
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