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Google's AdID to take a bite out of third-party cookies

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.

Google has a plan that might eliminate the third-party tracking cookie in favor of a proprietary tracker called AdID. Screenshot by Shara Tibken/CNET

You're not the only one unhappy with the proliferation of third-party cookies. So is Google, which has a plan called AdID to cut them from your online advertising diet.

The proposal could upend the $120 billion online advertising business, simultaneously giving more control over which ads are shown to customers and to Google as well, reports USA Today.

The story, based on a single, anonymous source at Google who is "familiar" with the plan but was not authorized to speak to the press, says that AdID could give Google a big bump to the company's online ad business. Google controls around one-third of all online advertising revenue.

"The AdID would be transmitted to advertisers and ad networks that have agreed to basic guidelines, giving consumers more privacy and control over how they browse the Web," the anonymous source told the paper.

The report said that Google is planning a push in the coming weeks and months to secure backing from government agencies, consumer groups, and online advertisers.

Google, for its part, denied that any plans are imminent. "We believe that technological enhancements can improve users' security while ensuring the Web remains economically viable," a Google spokesperson told CNET. "We and others have a number of concepts in this area, but they're all at very early stages."