Feeds

Microsoft wants to 'move beyond' the Cookie Monster

After all, people are getting wise to deleting those

The Power of One eBook: Top reasons to choose HP BladeSystem

Microsoft has confirmed a report that it is looking into replacing cookies, which underpin the global online advertising business, with its own technology that would store all that valuable user information on Redmond's own servers.

Sources within the company told AdAge that Redmond is in the early stages of developing a replacement technology which acts as a device identifier and stores similar data to cookies, but within Microsoft's ecosystem and linked in with Internet Explorer and Bing.

Redmond's cookie replacement system would store all that information on Redmond's servers by default, although the company may share it with third parties.

This would give Microsoft a lot of power with advertisers, but also a lot of responsibility for maintaining customer privacy – and the company's involvement in PRISM means the NSA would also be able to take a trawl through the data.

"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," a spokeswoman told El Reg in an email.

Microsoft isn't alone in looking to change the current cookie system and bring in new technology that eliminates the need to share this valuable data with third parties who aren’t willing to pay. Google and Amazon are both reportedly working on their own cookie systems, no doubt for the same reasons.

But having the internet big boys hoarding all that data for themselves isn't going to fly with the businesses who rely on it now. Expect squeals of protest and heavy political lobbying if such a system is instituted without taking their needs into account. ®

Top three mobile application threats

More from The Register

next story
Stick a 4K in them: Super high-res TVs are DONE
4,000 pixels is niche now... Don't say we didn't warn you
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Amazon Reveals One Weird Trick: A Loss On Almost $20bn In Sales
Investors really hate it: Share price plunge as growth SLOWS in key AWS division
Bose says today is F*** With Dre Day: Beats sued in patent battle
Music gear giant seeks some of that sweet, sweet Apple pie
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
Too many IT conferences to cover? MICROSOFT to the RESCUE!
Yet more word of cuts emerges from Redmond
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Securing Web Applications Made Simple and Scalable
Learn how automated security testing can provide a simple and scalable way to protect your web applications.