Verizon Wireless to Enable Opt-Out of Mobile "Supercookies"
The wireless service will allow users to completely opt out of being targeted with the unique mobile identifiers called "supercookies."
The wireless service will allow users to completely opt out of being targeted with the unique mobile identifiers called "supercookies."
Verizon Wireless has made a major change to its mobile ad-targeting program: it will now allow users to completely opt out of being targeted with “supercookies.”
“Supercookies” are hidden identifiers that can track websites when users surf the mobile Web. Compared to regular mobile cookies, the code of a “supercookie” is more difficult to wipe from a user’s browser.
Previously, Verizon allowed users to opt out of the marketing side of its mobile ad-targeting program, but it didn’t provide the option to disable being targeted with “supercookies.” However, Verizon decided last Friday to allow complete an opt-out of the undetectable identifiers due to data security and privacy issues.
In an email response sent to Search Engine Watch, the company said, “Verizon takes consumer privacy seriously and it is a central consideration as we develop new products and services. As the mobile advertising ecosystem evolves, and our advertising business grows, delivering solutions with best-in-class privacy protections remains our focus.”
The expansion to include the opt-out of “supercookies” will be available “soon.”
It’s still unclear how Verizon is going to execute this program revision, and how the company is going to stop third-party advertisers from using its unique customer codes, and Verizon declined to comment further on the matter. But privacy advocates cited in The New York Times suggest that Verizon should have the feature turned off, and enable opt-in rather than opt-out.
Image via Shutterstock.
More about:
The Merkle B2B 2023 Superpowers Index outlines what drives competitive advantage within the business culture and subcultures that are critical to success. It is the indispensable guide for B2B marketers to deliver world-class experiences and keep pace with the dynamic environment. Download Now
The ClicData survey found that various challenges exist that prevent organizations from achieving such gains. These challenges included inaccessible data formats and limited flexibility in displaying data in dashboards. Download Now
The need for fraud prevention in the digital world is critical now more than ever. Why? Thinking about your own behavior, consider how you complete transactions and how this has changed over the last 5 years. Download Now
The need for fraud prevention in the digital world is critical now more than ever. Why? Thinking about your own behavior, consider how you complete transactions and how this has changed over the last 5 years. Download Now