The end of the cookie era was announced and the search for ways out of the cookie environment started, beginning with tracking by the use of browser fingerprints, browser cache tracking and, finally, ID tracking. Especially Apple, Google and Microsoft have already implemented respective ID tracking technologies in their software environment and operation systems.

Admittedly, from advertisers’ perspective, cookies might not the best or even a very effective tool to track a user, but in comparison to ID tracking they are more privacy friendly. Moreover, the prohibition of cookies and the move to ID tracking weaken privacy and strengthen monopolies, as will be explained in the article “ID Tracking – Or How Privacy Strengthens Monopolies” written by Dr. Jana Moser in PinG 02.14.

› More articles on privacy in the new issue of Privacy in Germany as e-paper