Following pressure and complaints from privacy advocates, Verizon will allow users to turn off so-called supercookies that can track online behavior. Speaking to the New York Times, Verizon said that it's working on a way for customers to opt out of supercookies. The carrier says it will be "available soon."
Both Verizon and AT&T were using that kind of small data files in order to keep tabs on users' Web browsing. Verizon uses the data from these supercookies to analyze your interests and online activities. Such data can then be used by advertisers to launch more targeted ads.
Unlike regular cookies, they cannot be removed from a browser as regular cookies. But to get rid of a supercookie via Verizon, you must unsubscribe from Precision Market Insights via Verizon's Wireless Web portal, its mobile app or over the phone.
Verizon had tried to allay fears over its use of the supercookies - referred to as the UIDH - by telling people that it changes the UIDH on a regular basis to protect the privacy of users.
Privacy rights group Electronic Frontier Foundation has expressed concerns over Verizon's failure to inform users of its practice of using supercookies as well as the inability to opt out.
AT&T stopped its use of supercookies for smartphone users in November.