Scrambling to Replace the “Cookie” as Do Not Track Falls Apart

Mark Glaser writes a good update on the status of the race for the new cookie (Google, Microsoft, Amazon and lots of others all competing) in the Online Publisher Association blog. This highlights the difficult challenge of creating even more invasive tracking technologies that go across all devices (web, mobile, multi-browser, etc…) all while trying to protect and preserve user privacy. What do you think?