“As the mobile advertising ecosystem evolves, and our advertising business grows, delivering solutions with best-in-class privacy protections remains our focus,” Lewis said in the statement. “We listen to our customers and provide them the ability to opt out of our advertising programs. We have begun working to expand the opt-out to include the identifier referred to as the UIDH, and expect that to be available soon. As a reminder, Verizon never shares customer information with third parties as part of our advertising programs.”
It’s noteworthy that Verizon’s last point – the fact that it never shares customer information with third parties as part of its advertising programs, including Precision Market Insights – doesn’t matter if those third parties are, or at least were, able to use Verizon’s technology to grab the cookies for themselves.
It’s arguable that Verizon’s move to enable UIDH opt-out could be fear of regulatory action more than anything.
As Mayer observed to AdExchanger in an interview following his Turn revelation: “If Verizon doesn’t get rid of the header, I could see some regulatory agencies start to take an interest and it would be entirely warranted ... even all of Verizon’s lobbying [power] couldn’t buy them out of an investigation or enforcement if the FTC or the FCC was determined.”