Google ready to toss cookies as ground shifts for online ad rules

Gigaom

Google(s goog) is the world’s biggest online advertising company so anytime it makes a policy change, the ripple effects are felt far and wide. That would be the case if the company goes forward with a reported plan to move away from so-called third-party cookies as a way to identity consumers as they move across the internet.

According to USA Today, Google plans to abandon third party cookies (mini programs that track your web browsing) in favor of an anonymous ID system that it will share with those advertisers and ad networks that abide by its guidelines.

The news comes on the same day as an industry-working group dedicated to a “Do Not Track” standard effectively collapsed. The group was supposed to develop a standard for how online marketers collect consume data, but the process has gone nowhere; last month, an influential privacy advocate from Stanford gave up on…

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