Sunday, September 29, 2013

Possible waiver of cookies - Google's plans to shake the online world - Sü

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29 September 2013 12:06

The Google logo at the headquarters of the Chinese company in Beijing

(Photo: REUTERS )

Google wants may waive cookies – and instead pursue its users via a so-called “anonymous identification program.” Privacy advocates and advertisers fear that they thereby further lose control.

class=”moreInfo”> By John Bussey, Wall Street Journal, Germany

The U.S. company Google is likely to undermine decisively with its new anonymous identification program, the Internet privacy. The key question is: Will Google’s users by check complete – as full-body scanners at airports illuminate the passengers? If you look at the public reaction to the leaked information from the group, it seems to actually be so.

Google is considering

therefore, apply anonymous identification programs to track the surfing habits of users in the network. The technology could gradually replace the controversial “cookies”. These markers are currently placed by companies on our computers, to observe where we are going in the net. The goal: Advertising should be switched precisely


Good for the “User Security”?

Google named his target step good for the “User Security” and the economics of the Internet. But the concepts were still in their infancy. Other comments did not give the search giant.

But even if Google’s plans seem like a little technology advancement, they were generally the alarm bells sound. Privacy advocates and marketing companies are now speculating where it could go. The reason is obvious: Google dominates our lives online. The company operates the most popular Chrome browser and, with the most widely used mobile operating system Android. For e-mails and search Google holds a dominant position.

Google also sells more online ads than its competitors. The company has secured according to market research firm eMarketer, about a third of the $ 117 billion global cake for large digital displays in the network.

The term anonymous identification program most users will come like a contradiction in itself. “It identifies the time, works as a super cookie” Jeff Chester, head of the Center for Digital Democracy annoyed. “Google will find out more information about users, wherever they are, across platforms -.., And with a number so that we can be identified around the clock”

identification program can discriminate

marketing strategists were singing the praises of anonymity to disguise, would like very much interfered with their privacy, says Professor Joseph Turow of the University of Pennsylvania. Whether a company knows the names of the users, make no difference, adds the professor. The identification program they’ll still selling opportunities for targeted or “discriminatory” even. This could happen when a high price for advertising is required on an anonymous profile that is particularly promising.

trade publication Advertising Age warns his readers against Google’s new system. You would then have to submit to any conditions that dictate Google. This applies, for example, how the technology and the information gained by it can be used. In this scenario, Google Maps rises from the largest players at the poker table to the owner of the entire casino. The advertisers could then only play with the chips from Google.

What about other platforms?

the original news about Google’s intentions was not the talk of the use of identification programs across multiple platforms – such as smartphones and desktops. Google had also not issued as a target. In fact, little is known about the company’s plans. It also remains unclear if and how other companies have access to the new identification program. The Internet company may only want to repeat what has already been achieved with the Apple iPhone: Cookies are not going well on mobile devices, therefore, the Group uses an individual identification program


But there are also good reasons to suppose otherwise. The advertising industry has currently two major problems. First, cookies are very controversial because they penetrate heavily in privacy. They also do not work well on the increasingly popular smartphones. They are also unreliable and can be blocked on other devices. The industry is desperately looking for a better mousetrap.

The sticking point for the advertising industry is the identification across multiple devices. You want to tailor their ads – regardless of whether the users are just sitting on the smartphone, tablet PC, laptop or desktop computer


appreciate Market researcher Forrester Research found that by 2013 half of all adult Internet users will be constantly connected. That is, they have at least three networked devices and go several times a day from various locations on the Internet. In 2011 the number was still at 38 percent.

Google currently does not even appear as a defender of privacy. This also applies to its own Chrome browser. The competitor Apple’s Safari blocks third-party cookies. The Explorer from Microsoft sends a message to the advertiser that they are not in the network, please follow the user. The Firefox browser from Mozilla may soon have to offer a complete barrier option. Google has no tolerance here. In its Chrome browser, the company is pushing against appropriate measures. After all, the user can change its configuration and thus block cookies.

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