The Internet giant would be developing an anonymous identifier to replace cookies in order that advertisers are aware of the activity of users in the browser.

The U.S. company is focusing its efforts on a project dubbed Adid. USA Today recently leaked that the purpose is to develop an “anonymous identifier for advertising that would replace third-party cookies as a way to show advertisers the user activity in the Browser”.

That is, the company evaluates track browsing habits of users through the use of these identifiers so that, based on information gathered on the steps on the web, advertisers may offer products related to the interests of Internet users.


“Is Google about to do with online privacy that body scanners do with airline passengers?” Wonder from The Wall Street Journal , which highlights that the news has caused comment among the champions of privacy and advertising companies.

And the search engine not only manages more online ads worldwide, also has too much information. Chrome is the most used browser, meanwhile, Android is a mobile operating system that has a wide presence in mobile devices, both smartphones and tablets throughout the globe.

“Google will get more information about users wherever they are, on all platforms with a single number. It’s the new way to identify it 24 hours a day, seven days a week, “he told the paper WSJ Jeff Chester, head of the Center for Digital Democracy in Washington.

The premise of the newspaper USA Today and other information that have emerged so far do not indicate that Google intends to use the anonymous identifier on all platforms. The details are scarce Adid. The truth is that privacy fears continue.

For its part, Google has stated only that everything is in a preliminary stage and that any decision made will take into account the “user security” and the Internet economy.

After all, Adid could become extremely attractive to advertisers, because there are certain drawbacks with cookies. One of them is that they can be blocked by mobile devices, the other is that they are ideal for tracking the smartphone market. Therefore, a more sophisticated option would be welcome.

And, as concluded from WSJ : “Google has not exactly been the champion of privacy. Like any other company, what you most want is to generate income and advertising is their main source. ”