Verizon Wireless customers now have the ability to completely opt out of the phone carrier’s controversial ad-targeting program that tagged users with undeletable tracking codes, which critics called “supercookies.”
The company announced in January that it planned to provide a complete opt-out of the program. Verizon said Tuesday that its systems have now been changed to stop inserting the unique identifier, referred to as a UIDH, for customers who don’t want to be in the program.
In the past, Verizon allowed users to unsubscribe from the marketing side of the program, but they had no option to disable being tagged with the customer codes. Some security researchers quickly illustrated that third parties, like advertisers, could easily exploit Verizon’s persistent tracking to continually follow a user’s web browsing activities.
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