In a report released this week, Microsoft has confirmed that cookies are on the way out, and the search for their replacement is on.
Currently, Microsoft is reportedly trying to replace the (in)famous browser cookies with a piece of technology of their own design. Up until now, cookies have been used as a way to record certain user activities on the internet, which was an important tool for advertisers. The shortcoming of cookies, in that respect, is that they record user activity on browsers only; the replacement of cookies will likely mean that user activity will be more accessible to advertisers.
This new technology will likely not only track user activity on the web, but on Windows phones, tablets and Xbox consoles too. It is not clear at this point in time exactly when Microsoft will hand down the cookie death sentence.
The new cookie-replacement technology will supposedly be capable of collecting user information gathered from devices, Internet Explorer and Bing, and storing it on servers at Microsoft’s Redmond headquarters. The lack of cookies may be a double-edged blade for Microsoft, who will gain far more power with advertisers seeking information, but at the same time make them legally responsible for the maintaining customer security and privacy.