According to a report from the WSJ, Google is considering ditching cookies to track its users. Instead, Google would "create its own anonymous identifier for each individual". Google, which has previously secretly planted cookies in Internet Explorer and the iPhone, says it's an attempt to make the Internet more secure for users.
A Google spokesperson told the WSJ:
"We believe that technological enhancements can improve users' security while ensuring the Web remains economically viable. We and others have a number of concepts in this area, but they're all at very early stages,"
So nothing is confirmed yet. And though on the surface it probably won't change most people's web usage, it'll definitely make Google even more powerful in advertising. Advertisers would have to go to Google to learn about a users' habits and not rely on cookies meaning Google would control even more about what it knows about us. [WSJ]