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.
The company is working a tracking technology that would extend to mobile devices and the Xbox, says AdAge. But will the cookie crumble away without a fight?
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.
Interactive Advertising Bureau CEO Randall Rothenberg calls the effort to determine which cookies should be blocked or allowed a "Kangaroo Cookie Court" that will hurt small Internet publishers.
Let's be honest, the U.K. has made a right hash-up of implementing the cookie law from start to finish. It came into force Saturday. Here's everything you need to know.
Both the Romney and Obama campaigns are reportedly going to be calling you, armed with a huge knowledge of what you do and where you go online.