[OPLIN 4cast] OPLIN 4cast #356: Will cookies be replaced?

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OPLIN 4Cast

OPLIN 4cast #356: Will cookies be replaced?
October 16th, 2013

broken cookieTwo years ago, we wrote 
<http://www.oplin.org/4cast/?p=2179> about zombie cookies (the web kind) 
that won't die and continue to track Internet users despite efforts to 
kill them. Last Friday, the /Washington Post/ ran an article 
<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/> 
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.

  * A Google cookie replacement could upend online advertising
    <http://adage.com/article/digital/a-google-cookie-replacement-uproot-online-advertising/244241/>
    (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."
  * Replacement for tracking cookies could have big impact
    <http://www.mercurynews.com/larry-magid/ci_24142892/magid-replacement-tracking-cookies-could-have-big-impact>
    (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."
  * Microsoft joins the anti-cookie movement, working on its own
    replacement
    <http://marketingland.com/microsoft-joins-the-anti-cookie-movement-working-on-its-own-replacement-61253>
    (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."
  * Google may ditch 'cookies' as online ad tracker
    <http://www.usatoday.com/story/tech/2013/09/17/google-cookies-advertising/2823183/>
    (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."

*/Mobile fact:/*

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.
------------------------------------------------------------------------
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