Cookies are the most widely used web tracking technology today. It is the "cookies" that are used on all large and not very sites, allowing you to remember visitors, show them targeted advertising, and so on.
But one of these days A build of Mozilla's Firefox 69 browser that increased security by default and blocked the ability to track users. And therefore, in the technical laboratory of the Association for the Development of Interactive Advertising (IAB Tech Lab) replace Cookie with a "single tracker" that will monitor users on all resources.
One of the employees of the laboratory, Jordan Mitchell (Jordan Mitchell), said that Cookies are "a boon to the Internet" because they allow you to select ads and content for each user individually. However, the mechanism also has a drawback. Its essence lies in the lack of standardization and a centralized system that would allow broadcasting user preferences regarding privacy to sites.
According to Mitchell, it is the fragmentation of data that leads to scandals with the privacy of information. He stated that resources need to move to common standards for user identification. And they are expected to be pegged to a βneutral and standardizedβ token. It is proposed to discuss the issues of protecting personal data using such an identifier publicly, with the involvement of government agencies, media platforms of developers, and so on.
Brave CEO Brendan Eich has already responded to the initiative and criticized the idea. According to him, the token, which is tied to personal data and a name, will be immediately "merged" to third parties as soon as it enters the Network. As a result, information may end up in the hands of fraudsters.
By the way, in Russia a unified system for recording content views by users. The most interesting thing is that the reasons are the same - improving life for advertising companies and content creators. Well, surveillance of users, of course. And also platforms for tracking trends, sentiments and interests of Internet users.
Source: 3dnews.ru