GOOG: Google reportedly preps cookie substitute

Google reportedly preps cookie substitute • 9:30 AM

• USA Today reports Google (GOOG) is looking to replace the cookie, that age-old means of tracking a user's online activity (and, among other things, delivering targeted ads), with a home-grown anonymous tracker called AdId.
• Google would reportedly provide AdId to advertisers and 3rd-party ad networks, with the goal of creating an industry standard, and is said to believe the tracker gives users more control over their privacy than cookies.
• Still, rivals and others could be wary of a solution that gives Google, already the 800-lb. gorilla of online ads, even more industry power. Interactive Advertising Bureau counsel Mike Zaneis argues a company in control of such a tracker could have the power to "severely undermine billions of dollars in digital ad spending" on a whim.
• The report comes as Apple, Mozilla, and Microsoft (previous) show measures  of support for a default "Do Not Track" browsing option that limits the value of cookies. AOL, ValueClick (VCLK), and YUME are among the ad network/tech providers that could be affected by Google's reported plans.

Read comments

GOOG price at time of publication: $886.45. Check GOOG price now »

Get Seeking Alpha notifications with our iPhone App | Android App | iPad App

Focus Articles on GOOG

• Can Google Enhance Its Advertising Rates? by ResearchCows
• Google's Impending Revenue Growth Promises Great Upside by Lennox Yieke
• Google Will Dominate Cars The Same Way It Dominates Phones by Intelligent Speculator

Press Releases on GOOG

• Google Announces Date of Second Quarter 2013 Financial Results Conference Call (Business Wire)
• Google Announces Date of First Quarter 2013 Financial Results Conference Call (Business Wire)
• Google to Present at the Deutsche Bank Media and Telecom Conference (Business Wire)

Related Articles on GOOG

• Why iTunes Radio Will Severely Hurt Pandora by Harris Schley
• Don't Be An E-Trade Baby by David Trainer
• Should You Follow The Windows Phone Growth Story From Nokia To Microsoft? by Adrian McCarroll

StockTalk on GOOG: GOOG StockTalk | Twitter GOOG | Twitter $GOOG | GOOG Instablogs

Recent Market Alerts on GOOG: All currents | Earnings | Dividends | M&A | On the move

Transcripts on GOOG

• Google Inc (GOOG) CEO Discusses Q2 2013 Results - Earnings Call Transcript
• Google's CEO Hosts 2013 Annual Meeting of Stockholders Conference (Transcript)
• Google's CEO Discusses Q1 2013 Results - Earnings Call Transcript

---

Why are you receiving this? You subscribed to real-time Market Currents alerts at Seeking Alpha.
If this email was forwarded to you and you wish to subscribe to this email, click here.

Manage your emails:
Get alerts on additional tickers and manage all your email alert choices here
I'm getting too many emails: manage your email alert choices
I'm no longer following GOOG: unsubscribe from all GOOG email alerts
This type of alert isn't helpful to me: unsubscribe from Market Currents (breaking news) alerts on GOOG

To ensure you receive these emails in the future, please add account@seekingalpha.com to your address book, contacts or list of safe senders.

Prices in this email are BATS Last Sale quotes.

Sent by Seeking Alpha, 345 7th Ave. Suite 1400 New York, NY 10001