Many techie terms in the headlines lately. Supercookies, supertrackers, HTTP headers and X-UIDH. If you just skim the news you will learn that this is some kind of new threat against our privacy. But what is it really? Let’s dig a bit deeper. We will discover that this is an issue of surprisingly big importance.
Cookies are already familiar to most of us. These are small pieces of information that a web server can ask our browser to store. They are very useful for identifying users and managing sessions. They are designed with security and privacy in mind, and users can control how these cookies are used. In short, they are essential, they can be a privacy problem but we have tools to manage that threat.
What’s said above is good for us ordinary folks, but not so good for advertisers. Users get more and more privacy-aware and execute their ability to opt out from too excessive tracking. The mobile device revolution has also changed the game. More and more of our Internet access is done through apps instead of the browser. This is like using a separate “browser” for all the services we use, and this makes it a lot harder to get an overall picture of our surfing habits. And that’s exactly what advertisers want, advertising is like a lottery with bad odds unless they know who’s watching the ad.
A new generation of supercookies (* were developed to fight this trend. It is a piece of information that is inserted in your web traffic by your broadband provider. Its purpose is to identify the user from whom the traffic comes. And to generate revenue for the broadband provider by selling information about who you really are to the advertisers. These supercookies are typically used on mobile broadband connections where the subscription is personal, meaning that all traffic on it comes from a single person.
So why are supercookies bad?
But what can and should I do as an ordinary user?
PS. The bad press has already made AT&T drop the supercookies, which is great. All others involved mobile broadband providers may have done the same by the time you are reading this. But this is still an excellent example of why net neutrality is important and need to be guaranteed by legislation.
(* This article uses the simplified term supercookie for the X-UIDH -based tracker values used by Verizon, AT&T and others in November 2014. Supercookie may in other contexts refer to other types of cookie-like objects. The common factor is that a supercookie is more persistent and harder to get rid of than an ordinary cookie.
Image by Jer Thorp
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