This document discusses alternative cookies known as "alt-cookies" and related ethical controversies. It provides background on Apple's Intelligent Tracking Prevention and the Better Ads Standards. It then describes various types of alt-cookies that can be used for tracking, including ETags, HSTS, image caching with Canvas, and different fingerprinting techniques. The document also discusses Evercookie, which implements multiple alt-cookies. It looks back at the 2008 Rakuten ad4U controversy where non-cookie tracking was used. The conclusion emphasizes the need to handle user tracking and advertising ethically to avoid undermining the future of online advertising.