I’ve seen an incomplete proposal from an adtech CEO that suggests we have a global user ID that we set somewhere, somehow (the tech details aren’t worked out, b

I’ve seen an incomplete proposal from an adtech CEO that suggests we have a global user ID that we set somewhere, somehow (the tech details aren’t worked out, but the data would be stored centrally in some ad watchdog type org, something like the PCI-DSS Council), and publishers could offer varying levels of access to their site for varying levels of access to your data for advertisements. The user would be able to remove access to the data from any publisher at any time, delete all their data at any time, and they’d be able to centrally manage their data for all sites. His argument for began with essentially what you said, this is going to happen whether we like it or not, so let’s get ahead of it and create a system that leaves the power in the end-user’s hands. That’s not going to happen in the current structure where Google basically owns advertising because of Chrome’s market share. Google will control things.