For twenty years they served us well, but today the modest cookies of a regular browser are on their deathbed, giving way to a new type of super cookie. Developed by Microsoft and Google, the new, awesome cookies will keep track of everything you do and where you go on your smartphone, personal computer, game console, and even your TV.
HTTP cookies started with a simple way of storing your preferences on a website, but quickly developed into the main way of providing targeted advertising. For the most part, targeted ads are the main reason why you surf the Internet for the most part, and that is why cookies are damn important. The Internet extends to mobile devices, televisions, game consoles, habits change, “cookies” no longer cope with their tasks. In the 21st century, several attempts were made to give the legendary cookies a second life, to rejuvenate them, but for various reasons they did not work. In addition, due to the recently appeared anonymous modes, incognito and violent emotions about the fact that Google is following your every step, the cookie age inexorably draws to a close.
Without tracking our movements across different devices, it is quite difficult to derive behavioral models (analytics) or provide targeted advertising. Simply put, without an analyst or a certificate of your income, a commercial organization cannot offer you exactly what you need. Therefore, Google and Microsoft have announced their initiative to create new super cookies, which will be able to track the movement of a user across all devices connected to the Internet. We would not be surprised if other giants like Facebook and Apple will also develop their own superheats. Although the exact details of the performance are rather vague at the moment, it is assumed that the new cookies will cling to the unique identifier (serial number) of your device and associate it with a global account, such as a Google account. According to ExtremeTech, the working name super cookie from Google is AdID, and Microsoft does not yet say its name.
Once the unique ID of your smartphone, laptop, TV, or game console is connected to a central point, it will become very easy to track your user behavior. Microsoft (or Google, or Apple, or Facebook) will know what time of the day you wake up (when checking your phone), which way you get to work (by GPS), where you work (GPS), who you work with (according to your search queries ) when you come home, what games you play and what you watch / listen to. Big brother is not going anywhere.
If all of the above starts scaring you - great. And it’s already pretty scary to understand what Google knows about your every move, and if you only inquire about the prices for steamers, for the next two weeks they will haunt you at every corner of the web pages. Very soon, the monsters of the Network will know about all your digital devices, and since you cannot live without them, you will have to accept it. Many people cannot even go to the toilet calmly - there is no way without a device.
If everything goes too far, there are options for withdrawing. Recently, there have been several high-profile scandals on the topic of tracking user behavior, so many have pledged to use a “do not track” scheme or at least provide such an opportunity for an ordinary user. For years, many of us didn’t even suspect that we were under a cap. But with the advent of a super cookie, you may have to think about whether we want to have a consumer record collected or not. In addition, the problem of data leakage is becoming more acute: more devices, more addictive hackers, more problems. Many data may fall into the wrong hands.
Recent years have also shown that even large corporations like Sony and Vodafone are unable to ensure the security of their systems, which store customer credit card databases. If Microsoft and Google are going to keep everything in one place, it should be oh how secure.
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