How Google will be able to track you without cookies

Profiling is the name of the game for online businesses; fingerprinting is not new; its use had been reported before, such as the case of price segmentation for Mac users v PC useres by Orbitz: http://online.wsj.com/article/SB10001424052702304458604577488822667325882.html

Quartz

As users have become both more aware and wary of cookies—the technology that tracks browsing activity for advertising purposes—Google has started experimenting with new tracking methods that don’t use cookies. People want more control over the advertising they see and what companies know about them. Cookies can often feel creepy; it can feel like the Internet knows you too well. Example:

Many people, therefore, avoid cookies, either by turning them off or using services that block them. Firefox and Safari block cookies to varying degrees. (Firefox’s default setting turns cookies off; Safari blocks them altogether.) And, smartphone browsers and apps don’t use cookies. Google, of course, loses revenue when that happens: Fewer people see their relevant ads. Therefore, it’s no surprise that the…

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