Microsoft confirmed rumors that it is going to drop cookie files that are basic for global online ad market, told AdAge, citing its own reliable sources within the company.
According to the periodical, instead of cookies Redmond will use similar technology that will store all valuable user data on Redmond’s servers.
Moreover, Microsoft has reportedly started developing the system, which acts like device identifier and stores data that resembles cookie files, with an exception of being within Redmond’s ecosystem. Files have to be connected to Internet Explorer and Bing.
There is, however a possibility that the corporations may pass the data to the third parties.
“Microsoft believes going beyond the cookie is important. Our priority will be to find ways to do this that respect the interests of consumers. We have nothing further to share,” – stated Microsoft’s spokeswoman.
Microsoft isn’t the only company to drop cookies. Thus, the same decision was made by Google and Amazon