The internet giants want to be able to independently track users without using web “cookies,” the bits of data that tells where users have been.
They also want a better way to follow mobile users and then be able to target ads and trends for that user.
The Wall Street Journal reports the company that comes up with the best solution will win a “Battle Royal" and be in line for huge paydays.
An industry insider puts it like this. "Whoever controls access to all that data can charge rent for it, and has a tremendous advantage going forward."
What might be troubling is how the data would be gathered, kept, and who it might be sold to.
Google, Microsoft, and others like them want to hand each user a unique ID that would be used for tracking.
Apple and Facebook already use something similar but both companies allow users to say no to the procedure.
One thing is sure, you are about to be bombarded with targeted product ads based on your web history.
"There is going to be an economic incentive to find out when people are most impulsive and vulnerable," one law professor commented.