Brian X. Chen

Heather Fletcher is senior content editor with Target Marketing.

Marketers are worried that the lack of cookies—or pixel-firing Web tracking mechanisms about customer activities on sites—will make targeting and retargeting particularly difficult on mobile devices. However, Verizon's "unique customer codes" can track users across browsers and via apps, even when they've opted out of cookies, reports The New York Times. "While Internet users can choose to delete their regular cookies, Verizon Wireless users cannot delete the company's so-called supercookies," write Natasha Singer and Brian X. Chen on Sunday.

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