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Google developing new online ad tracker

Google Inc., which accounts for about a third of worldwide online ad revenue, is developing an anonymous identifier for advertising, or AdID, in a move that could shake up the $120bn digital advertising industry, USA Today has reported, citing a person familiar with the plan. The new tracking method would replace third-party cookies as the way advertisers track people's web browsing activity for marketing purposes. The AdID would be transmitted to advertisers and ad networks that have agreed to basic guidelines, giving consumers more privacy and control over how they browse the web, the person said.