Google Considers Abandoning Cookies

It has been reported (initially in USA Today) that Google is considering abandoning cookies for AD-ID, a system which might be sold as something more appealing to advertisers, market researchers and consumers alike. Already of course,  Microsoft has made "do not track" the default setting for Internet Explorer. Apple Safari already blocks third party cookies as will new versions of Firefox.

Hard to tell if this is a "if you can't beat them, join them" situation or something much deeper/more nuanced. Somehow though, if I were forced to beat, I know where I would put my money.

http://www.businessinsider.com/google-may-ditch-cookies-for-adid-2013-9