Could the era of the cookie be coming to a close? Microsoft is apparently working on a new alternative to replace the commonly used Internet browser tracking technology, according to a report by Ad Age. In response, Microsoft said that it is important to move beyond the cookie, while also respecting the interests of consumers, but stopped short of confirming its plans or providing a timetable.
Cookies have been used for many years to follow user activity on the Internet and are popular with advertisers as a way to target customers with relevant ads. However, cookies only work on desktop browsers, which puts them at a disadvantage as mobile devices grow in popularity. For Microsoft, the goal will be to track user activity across multiple devices, including Windows Phones, Surface tablets, and even Xbox videogame consoles.
Microsoft isn’t the only big name working to chip away at the cookie. Google is reportedly working on its own tracking technology, while other companies such as Apple are also said to be investigating their options. However, while the future may see the cookie replaced by multiple solutions from individual companies, it won’t be an immediate transition. From remembering passwords and settings to storing items in a shopping cart at online retailers, cookies are such a big part of Internet usage that replacing them is no simple matter.
Original article: Microsoft Reportedly Working on Tracking Technology to Replace Cookie
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