Supercookies, anyone?

Image source: http://www.operationroi.com/2013/11/search-engine-optimization/googles-latest-rule-changes-will-impact-online-business

I found a NYtimes Bits blog post this week very interesting, as it highlighted the struggles consumers have been facing with Verizon's supercookie policy. Supercookies have been so named because they are essentially undeletable identifiers of customers - which allow mobile phone companies (and third parties) to track our activity on the web coupled with location information.

According to this article from Friday (NY Times Bits), Verizon has finally caved in to consumer demands for the ability to delete supercookies. It looks like regulators forced Verizon's hand, as Verizon's policy change comes less than a day after several members of the Senate's Committee on Commerce, Science and Technology wrote to Verizon's CEO with their concerns.  AT&T had given consumers the ability to opt out of supercookies in November.