Microsoft is reportedly planning to replace cookies with its own technology, which can store all the important user data on its own servers.
According to Microsoft, the new software will be capable of monitoring all Windows-powered desktop computers, tablets and smartphones, in addition to Xbox gaming consoles and web services including Internet Explorer and Bing.
The new cookie-replacement technology would enable Microsoft to replace cookies with a device identifier, which would be opted during accepting the normal service agreement terms, while offering advertisers with the cross-device and cross-platform tracking, AdAge reports.
Currently, third-party cookies cannot be used on mobile devices, leading to a rise in the UK’s internet traffic, while Microsoft’s latest technology is believed to fix the loophole.
Recently, Google has reportedly started work on a new identifier system for advertising, or AdID to replace third-party cookies that track consumers’ online behaviour for advertising purposes.
Generating its own confidential identifier for each web user, the new system offers users more additional control over what data is collected by advertisers.
