They are only redefining the "cookie" and calling it something else. The Internet decided that its version of "plain toothpaste" wasn't enough and added "whitening," if you catch my meaning. Also, Google isn't the only one with "bubble" technology. Hard drives are getting larger and cheaper and they have the resources to store info on every person leaking an "ip/mac address/canvas/OS" digital fingerprint. When my website was active (too expensive; hosts holding hostage), I honored the "Do Not Track" option and had a dummy cookie option for browsers that didn't support it but for those that didn't do either one, I could get your IP (censored most of it), your operating system, your device, screen resolutions, where you came in from, what you interacted, how long on each page, and where you left to. And the relevant part, if you were a returning viewer. That was with free and open source tools (Piwik); I'd hate to think what others like Google and Facebook are doing. I would also assume that they're depending on mobile users with smart phones and with applications that contain Google or Facebook libraries. More and more applications are including them by default all the time and don't think for a second there isn't any back scratching going on with your personal browsing, text messages, photos, etc.