Now Customers Can Opt Out Of ‘Supercookies’, According to Verizon Communications Inc. (VZ)
Verizon Communications Inc. (NYSE:VZ) disclosed that its wireless customers would be able to opt out of the carrier’s contentious ad-targeting program completely. The program tags users with tracking codes that were not deletable. Critics call such tags as ‘supercookies’. This was part of the company’s announcement made in January that it was planning to offer an opt-out option.
Verizon Communications Inc. (NYSE:VZ) said that its systems were altered to prevent inserting the unique identifier. This was referred as a UIDH for customers, who wish to be away from the program. The company had earlier enabled users to opt for unsubscribe option from the marketing side of the program. However, they could not have any choice to disable the tag with the customer codes.
The company said that researchers from security side illustrated quickly that third parties such as advertisers would be able to exploit the company’s continuous tracking to follow a user’s activities on the web. It said that privacy was a central consideration when it establishes new products, as well as, services.
Verizon Communications Inc. (NYSE:VZ) said that its focus was delivering solutions without compromising privacy protections even as the advertising through mobile ecosystem grows. The company reiterated that it never shared any information with third parties, which recognize its customers as part of the advertising programs.
The telecom carrier said that for deleting the header tracking, users could select to be away from the program known as Relevant Mobile Advertising. If that happens, the company stops inserting the header. The user could also use the company’s website to unsubscribe from the program.
The move comes on the heels of four Democratic members of the Committee on Commerce, Science and Transportation demanding explanation for the privacy practices and data security. Immediately after this, Verizon Communications Inc. (NYSE:VZ) disclosed that it would offer a complete opt-out option.
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