[stomachmonkey]

The difference here is traditionally you visit a site and a cookie is set. You can prevent that from happening.

With this the cookie (in the traditional sense) is not needed because the identifier is not set locally but is passed in your data stream.

When you hit a site it recognizes and reads the code, passes it off to the ad network who then pays Verizon for the info it needs to serve you an ad.

Verizon are actively injecting an identifier into your data request for the express purpose of selling you to the ad network.

It's not remotely the same as google since you pay Verizon to provide you access, your cell service is not free.