Advertising company Turn will stop using Verizon’s mobile tracking ID

Online advertising company Turn said Friday it will stop using a controversial tracking method by early next month that aids serving targeted advertisements to Verizon’s mobile customers.

Turn was criticized for using a persistent numerical identifier that Verizon attaches to the Internet traffic of its mobile customers to recreate a history of a person’s web browsing traffic even if a person has deleted the record.

Verizon uses the number, called a UIDH (Unique Identifier Header), for two advertising programs. But the company has been criticized for labeling Internet traffic because third-parties such as Turn can use it for their own purposes.

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