Verizon Wireless Does About Face On Supercookies
Verizon Wireless today reversed its stance regarding ad-targeting programs and will allow customers to opt out of its "supercookie" tracking tool. The company was under fire from privacy advocates, including the Electronic Frontier Foundation and Consumer Watchdog, as the supercookies track customer behavior, including web browsing history, and cannot be turned off. "Verizon takes customer privacy seriously and it is a central consideration as we develop new products and services. Delivering solutions with best-in-class privacy protections remains our focus," said the company in a statement provided to the New York Times. "We listen to our customers and provide them the ability to opt out of our advertising programs. We have begun working to expand the opt-out to include the identifier referred to as the UIDH, and expect that to be available soon. As a reminder, Verizon never shares customer information with third parties as part of our advertising programs." Verizon didn't say when customers will be able to opt out. AT&T tested a similar program last year, but eventually decided against using it.
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