How New Web Tracking Technology Would Replace Cookies?

With the issue of privacy spreading like firestorm everyone’s working hard to replace web tracking cookies.

Computer Cookies FunnyCookies are advertiser’s best friend and a friend which you want to loose everyone time you bump into her.  They are small bits of codes that websites drop onto your browser and they track your internet activity 24/7. Think of it as a shadow that follows you on the Internet. you can see who is tracking you by installing an application such as Ghostery or Abine’s “DoNotTrackMe

After the NSA revelations, the issue of piracy has never taken up so seriously ever. There appears to be a data war between the common web users on one side & advertisers handheld with authorities(sic!) . The web browsers  have taken the commoners side with Microsoft making “do not track” as default setting. Apple’s Safari blocks any third party cookies while future versions of Firefox would block them as well. Google Chrome, most popular web browser of the moment allows cookies in the default setting  but blocking them is just a click away.

Marketers & advertisers seem to lose sleep as the world is not enough. A Pew Research Center survey found some 64 percent of online adults clear “cookies” which store information, or their browser history and 41 percent have disabled cookies. With mass adoption of smartphones from 2 year olds to octogenarians a big pie of content is consumed on mobile devices which cannot “cooki-fied”.

Well we need to recall that Google & Microsoft who have developed web browsers are also advertising media with billions of dollars of advertising at stake. Cookies-less would make them “Profit-less” and they have their own alternate plan as well.

Google is working on a new user tracking device called “AdID” as reported by USA Today but not confirmed or denied by Google.  It is rumoured to provide more security to the consumers while share the details with advertisers who conform to certain set standards set by Google. Only time would provide right answer about who gets benefited – the advertisers or viewers.

Microsoft also has joined in research for new tracking systems as well. With its presence over digital media , mobile & gaming the new framework aims to utilize the same. Consumers would opt in for advertising through user agreements or terms of service across various devices owned by the user. or example, digital music video network Vevo could run a restaurant advertiser’s video spot in its Xbox app, then follow up with display banners targeted to viewers of that video ad when they check out Vevo’s app on their Surface tablet. Vevo could even add a banner in its Windows Phone app aimed to drive foot traffic for the restaurant. Most importantly this technology could generate behavioural  data about content consumption by users and provide a higher relevance to advertising/paid content that would be delivered.

Just as the new day brings a lot of hurdles with itself, the new ad tracking technology  would wage a war between the advertisers & web media dominated by Google & Microsoft. Whoever wants to use the data generated has to bend according to the rules set by them. It appears that using the advertiser’s chips they(Microsoft + Google) would rise from being the strong hand to owning the casino.

And we all know that in the world of casinos the house always wins.


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