Everyone Wants Your Email Address. Think Twice Before Sharing It. - The New York Times

Everyone Wants Your Email Address. Think Twice Before Sharing It. - The New York Times: UID%202.0%2C%20which%20was%20developed%20by%20the%20Trade%20Desk%2C%20an%20ad-technology%20company%20in%20Ventura%2C%20Calif.%0A%0ASay%2C%20for%20example%2C%20you%20are%20shopping%20on%20a%20sneaker%20website%20using%20UID%202.0%20when%20a%20prompt%20pops%20up%20and%20asks%20you%20to%20share%20your%20email%20address%20and%20agree%20to%20receive%20relevant%20advertising.%20Once%20you%20enter%20your%20email%2C%20UID%202.0%20transforms%20it%20into%20a%20token%20composed%20of%20a%20string%20of%20digits%20and%20characters.%20That%20token%20travels%20with%20your%20email%20address%20when%20you%20use%20it%20to%20log%20in%20to%20a%20sports%20streaming%20app%20on%20your%20TV%20that%20uses%20UID%202.0.%20Advertisers%20can%20link%20the%20two%20accounts%20together%20based%20on%20the%20token%2C%20and%20they%20can%20target%20you%20with%20sneaker%20ads%20on%20the%20sports%20streaming%20app%20because%20they%20know%20you%20visited%20the%20sneaker%20website.%0A%0ASince%20your%20email%20address%20is%20not%20revealed%20to%20the%20advertiser%2C%20UID%202.0%20may%20be%20seen%20as%20a%20step%20up%20for%20consumers%20from%20traditional%20cookie-based%20tracking%2C%20which%20gives%20advertisers%20access%20to%20your%20detailed%20browsing%20history%20and%20personal%20information.%0A%0A%u201CWebsites%20and%20apps%20are%20increasingly%20asking%20for%20email%20authentication%20in%20part%20because%20there%20needs%20to%20be%20a%20better%20way%20for%20publishers%20to%20monetize%20their%20content%20that%u2019s%20more%20privacy-centric%20than%20cookies%2C%u201D%20Ian%20Colley%2C%20the%20chief%20marketing%20officer%20of%20the%20Trade%20Desk%2C%20said%20in%20an%20email.%20%u201CThe%20internet%20is%20not%20free%2C%20after%20all.%u201D%0A%0A