Much the way Apple took the reins of advertising on iOS with iAd, Google has a plan to replace third-party advertiser-tracking cookies with a proprietary identifier called AdID.
New policy will prevent ad networks from tracking users' browser activity, a move one ad exec called a "nuclear first strike."
They aren't the only way advertisers and other companies track us, but third-party cookies are the most prevalent Web-tracking technology. Their benefit to users is questionable.
A future release of the browser blocks third-party cookies by default on desktops, ignoring advertiser complaints, while both desktops and Android Firefox get several under-the-hood improvements.
The Interactive Advertising Bureau blasted plans for Firefox to block third-party cookies by default, a move designed to better reflect user privacy concerns.
The free Ghostery add-on for Firefox, Internet Explorer, Google Chrome, Safari, and Opera tells you which third-party sites placed a tracking cookie in your browser when the current page opened and lets you block cookies selectively.
TruEffect launches DirectServe ad service that sends ad cookies to advertisers, not third-party ad servers.
Microsoft issues a software patch for its latest Web browser that tells customers when third-party Web sites try to place "cookies" on their computers for tracking purposes.