Dive Brief:
- Ad-tech company Turn, a partner in Verizon's technology tracking, has announced it will kill its practice nicknamed the "zombie" cookie.
- Turn had a policy that held onto tracking data after users had cleared cookies in mobile browsers, something that received negative attention after Wired wrote a piece about it in October.
- Initially, Turn defended the practice, but has now switched after re-evaluation.
Dive Insight:
Tracking on mobile is such a big challenge that it seems ad tech firms are going to extreme lengths to capture data. While that may be the best way to collect user information, firms like Verizon and Turn have to be careful with privacy. Mostly, everything needs to be transparent in order to ease privacy concerns, but sometimes that can backfire when users don't want to be tracked.
