Saw this today and had to take a break from my sabbatical......

NEW YORK (AP) — Some 60 companies including such leading brands as Subway, Sprint and the NFL are joining forces to help each other follow you around online.

Adobe, a company better known for Photoshop and PDF files, says the new Device Co-op initiative it is organizing will help companies offer more personalized experiences and make ads less annoying by filtering out products and services you have already bought or will never buy. Under the initiative, Adobe can tell you’re the same person on a home PC, a work laptop, a phone and a tablet by analyzing past sign-ins with member companies.

The initiative comes amid heightened privacy sensitivities after reports that Facebook allowed a political consulting firm, Cambridge Analytica, to harvest data on millions of Facebook users to influence elections. Facebook also has been criticized for collecting call and text logs from phones running Google’s Android system.
Adobe’s initiative underscores the role data plays in helping companies make money. Many of the initial uses are for better ad targeting.

The company timed Wednesday’s announcement to a digital marketing conference it is hosting this week in Las Vegas. Adobe executives said they believed their initiative offers strong privacy safeguards and weren’t worried about a backlash in light of the Facebook scandal.

“With this stuff coming out now around Cambridge Analytica and Facebook, the bar has to be so high in terms of privacy,” Adobe executive Amit Ahuja said.

Adobe says no personal data is being exchanged among participating companies, which also include Allstate, Lenovo, Intel, Barnes & Noble, Subaru and the Food Network. Adobe says the program links about 300 million consumers across nearly 2 billion devices in the U.S. and Canada.

The program would let Sprint, for instance, know that Bob is already a customer when he visits from a new device. Bob wouldn’t get a promotion to switch from another carrier, but might get instead a phone upgrade offer. Or if Mary has declared herself a Giants fan on the NFL’s app, she might see ads with Giants banners when visiting NFL.com from a laptop for the first time.

All this might feel creepy, but such cross-device tracking is already commonly done by matching attributes such as devices that from the same internet location, or IP address. Consumers typically have little control over it.

Adobe says it will give consumers a chance to opt out of such tracking.
I quoted this part to point it out:
And it’s breaking industry practices in a few ways. Adobe says it will honor opt-out requests for all participating companies and for all devices at once. It’s more typical for such setups to require people do so one by one.
All companies in the initiative are listed on Adobe’s website, a break from some companies’ practice of referring only to unspecified partners.

“We’re doing everything we can not letting brands hide themselves,” Ahuja said.

But in taking an opt-out approach, which is common in the industry, Adobe assumes that users consent. And it places the burden on consumers to learn about this initiative and to figure out how they can opt out of it.

https://New service aims to follow users across multiple devices | apnews.com/
Clicking on the second link in the quoted article: consumers a chance to opt out will take you to the Adobe site but as far as I could tell; There was no way to opt-out of anything, at best you can check to see if you have any connected devices.

I decided to investigate. To paraphrase:
But in taking an opt-out approach, which is common in the industry, Adobe assumes that users consent. And it places the burden on consumers to learn about this initiative and to figure out how they can opt out of it.
Allow me to lighten that burden; Go here: https://www.adobe.com/privacy/opt-out.html Scrolling down about half way you'll see a blue oval to set your preferences, it'll take you to an all on or off adobe page that seems to work, you'll see what I mean if you try it. But before you go there scroll down more to set more opt-outs.

To further your adventure click on the see more companies link above Apply Changes select all and wait a minute and you should see a new page open, I say a minute because if you don't it'll look like some check boxes weren't changed to opted-out. Then it'll say:
You have successfully opted out.
NOTE: If you delete your cookies or switch to a different browser you will have to repeat this procedure.
If you opted-out in error you can reset your cookies by clicking on the link below:
Opt in
Now for the pièce de résistance... When you're finished there go back to where you clicked on the see more companies link and click on Evidon Discover more. When there point to Resources >Look to the right for Privacy Controls >Global Consent Preferences, click on that. To the right of the .dB click on the blue Opt-out all button let it work and you should see a pop-up working then saying it changed 192 out of 193 sites, but wait; Looking at the .dB there are 778 entries and Evidon only allows 25 per page so that's what? 31.12 clicks to check and see if the 193 are correctly changed.

Oh, if you find you can't get rid if the 193 pop-up, refresh the page.

And it gets better, here's what I found for two sites:
  • cop.evidon.com/companies/marketgid-usa didn't have either an opt-out box or go to site link. page series 176-200
  • cop.evidon.com/companies/xad (aka GroundTruth) had a box to click but it wouldn't take my click cmd to opt-out. on page series 326-350. I believe that's the 1 out of 193 that wouldn't flip.


If you've gotten this far I thank you and appreciate the effort it took to get this far, it took me about two hours to navigate these four sites and if Adobe thinks they made the opt-out process easier , I'll kiss their butt because this
And it’s breaking industry practices in a few ways. Adobe says it will honor opt-out requests for all participating companies and for all devices at once. It’s more typical for such setups to require people do so one by one.
is either an outright lie or their not ready yet and the article beat them to it.

And don't forget:
NOTE: If you delete your cookies or switch to a different browser you will have to repeat this procedure.
If you're a user that appreciates ads you don't have to do anything, but at least you'll know what's going on and how to get there.