Advertising ID is Apple's own standard and already in use. It's what mobile apps use but it's the most privacy conscious method since it has no personal details and can be reset at anytime.

Making that available for apps and websites would've eliminated 99% of cookies and user syncing pixels since the industry could use a short-term stable ID to track engagement and conversions.

> since it has no personal details

Unfortunately the industry doesn't work like that, the name of the game is "collect everything and anything at any cost".

It is so bad that there is barely any difference between the behavior of "legal/legit" players (established advertisement businesses like Google) and scammers, Google for example bypassed 3rd party cookie restrictions on Safari, just like sophisticated scammers use any means to collection information on their targets for social engineering.

What this means is that not only there is no reason to believe that advertisers will be happy with a short-term stable ID akin to Apple's Advertising ID, they have time and time proven to go above and beyond to track users by any and every mean possible.

So what introducing something like Apple's Advertising ID to web will do is merely add yet another identifier to endless bucket of targeting methods already in use, sadly, it won't make advertisers stop abusing other things like cache so we can have nice things.

That's exactly how the industry works. I've spent more than a decade in it. We're talking about IDs, not tracking other information.

IDs are needed for 2 primary reasons: controlling ad frequency and attributing clicks and conversions to an ad impression.

Cookies worked for a long time but they were always considered loose short-term and anonymous identifiers. Apple had a opportunity to offer a better device-level option that had the same privacy but much better efficiency, and yet decided to break APIs and user experience instead, while also entrenching the big companies at the detriment of everyone else.