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Google’s new AdID for Online Ad tracking

Author's avatar By Dave Chaffey 18 Sep, 2013
Essential Essential topic

AdID to replace ad tracking through third-party cookies?

Importance: [rating=5] Potentially…

Recommended link: USA Today Article: Google may ditch ‘cookies’ as online ad tracker


This is an interesting one to watch for in 2014… USA Today has spoken to "a source at Google who says that the company is developing a technology called AdID which could replace the third-party cookie for Ad targeting and tracking across Ad networks such as Google Display Network / AdWords Remarketing. USA Today is the only original source for this disclosure. The source said:

“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”.

Google apparently plans to consult with privacy and industry groups and it seems this leak to USA Today is the first part of this.

The paper is short on technical detail as you would expect. My speculation would be that it’s a feature of the browser since the article talks about “transmitting” the ID and resetting it. This raises the question of how useful this approach would be if it’s limited to Chrome AND whether Google can get can Apple and Microsoft on board to adopt it too. This seems unlikely since they have less to gain. Given the adoption levels of Chrome it could still give advertisers additional insight and there is the potential for additional tracking information to be included in Google Analytics as part of attribution modelling. One to watch!

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site,, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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