The new instrument will allow users to limit advertisement tracking via browser settings. AdID can be reset by the browser every year, and people are able to create a secondary AdID for super secret Internet browsing sessions.
In case Google goes ahead with the plan it could mark a major change in the $120 billion digital advertising industry. The AdID would only be passed to advertisers and advertisement networks which have agreed to basic guidelines. The search giant believes it would give consumers more privacy and control over how they surf the web.
The company is going to show the idea to industry participants, government bodies and consumer groups very soon. Industry observers confirm that lately 3rd-party cookies have been too popular, and many browsers started blocking them. In case Google follows through with its own version of this approach, the users will get more control over how they are tracked on the Internet. At the same time, it will also give Google a lot more power.