Verizon will use its mobile supercookie to target customers with AOL ads

Verizon's October privacy policy update warns that it will target ads by gender, age range and interests

Verizon's acquisition of AOL means that ads for some U.S. mobile users are about to get a whole lot more targeted.

The company has updated its privacy policy, saying that it now shares unique identifying information about users of its mobile phone network with the AOL Advertising Network, which claims as customers 74 of the top 100 websites tracked by ComScore.

The move will allow AOL to target ads at visitors to its sites and others using information from Verizon's databases as well as its own. According to Verizon's October 2015 privacy notice, the targeting criteria include visitors address, email address, age range, gender, interests, location, mobile web browsing history and app usage. The company can also track some non-mobile web browsing, to sites carrying AOL ads, it said.

Verizon links all this information together using a patchwork of identifiers, including ad IDs from Apple and Google, browser cookies from AOL, and its own Unique Identifier Header (UIDH) which it adds to mobile data traffic on its network. It's this last item that ads significantly to AOL's ad targeting power, as it's easy to delete or change the other identifiers.

It's also now possible to opt out of Verizon's UIDH system too, thanks to reporting by ProPublica, which earlier this year revealed that the company was still using the identifier to track users who had deleted it

Concern about targeted advertising is rising, with an increasing number of Internet users opting out of advertising altogether through the use of ad-blocking software. Apple recently made it possible to download content blockers for its Safari browser on iOS, prompting a flurry of players to enter the market.

Some see such blockers as a tool to force the online advertising industry to change its ways. One, Eyeo, deliberately lets through certain ads, as long as they are unobtrusive. It introduced has its own iOS content blocker -- but also taken steps to win over other developers to its platform by making its process for allowing some ads through the blocker more transparent. 

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Peter Sayer

IDG News Service
Show Comments

Essentials

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?