"IDs don't belong on the open web," argues Insider Inc.'s Jana Meron. "I like seller-defined audiences and all of these different things, but really the ID belongs where you have to log in... Publisher data is the most valuable thing for an advertiser." There's merit to this argument. You shouldn't have to hold your ID out for everyone to see as you browse the web. That's the problem with tracking cookies, and it's the problem with some of the post-cookie proposals. But it's not, I think, an argument for some other form of tracking either. We should be able to self-identify with a single click, but it should be a zero-knowledge sort of self-identification, where you don't actually share personal data with the website. And advertisements - and educational applications - should respect that.
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