Google may be developing its own alternative to HTTP cookies in an effort to improve online advertising, USA Today reports, citing an anonymous source. The new service is apparently called AdID, and will gather data that the company would share with advertisers and ad-sales companies after agreeing to the search giant’s set guidelines.
Google refrained from confirming AdID, but admitted that it is developing an improved system for online tracking. In an email, a representative argued enhanced ad-targeting can actually improve security while “ensuring the web remains economically viable.” The company added that it has thrown around several concept designs, but all possible tracking systems are still in very early development.
However, according to USA Today, Google is set on developing AdID, and plans on discussing the service with representatives from the advertising industry, consumer groups and national governments in the near future. AdID would offer users specific controls, even letting you block specific organizations from tracking your Internet activity though updated browser settings. The article also notes that Incognito mode would still be available.