The Financial Times has reported that Google seeks to adopt an alternative to the tracking cookie, which is a device that allows websites to gather information about people who surf the internet. Tracking cookies are limited in their usefulness because people have different web surfing habits across different devices. For example, people look at different sites on their mobile phones than they do on their work computers. Google is attempting to develop a personal identifier that would allow users to adjust settings about how much information they provide. Other companies, such as Acxiom, are developing products that will allow marketers to to target consumers across multiple devices without using a tracking cookie.
But how much is this information worth? The average person's data sells for less than one dollar, while generalized information such as age, gender, and location sells for only $0.0005. If it is known that a person is having a baby, buying a car, or planning a vacation, that person's information becomes more valuable. The Financial Times has a tool that allows users to estimate how much advertisers would pay for their data. Mine was approximately $0.55. How much is yours worth?
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