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Industry Reacts to Google Cookie Alternative

BEHAVIORAL TARGETING

September 20, 2013

The Wall Street Journal reports on the ad industry’s reaction to an unofficial proposal by Google to replace cookies with an anonymous identifier (AdID) system. Advertising executives, ad technology firms and analysts say that changing how consumers are tracked online would significantly affect the $120 billion industry. Interactive Advertising Bureau President Randall Rothenberg said, “This would be anticompetitive and potentially negatively impact all other online publishers.” Financial Times has published a Q&A to explore the proposed cookie alternative, and AdAge has posted a video with some industry reaction. Independent researcher Ashkan Soltani has posted a blog answering some questions on the AdID proposal. (Registration may be required to access this story.)
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