Microsoft works on an alternative to cookies, the tracking system present in browsers. The technology would be able to monitor the steps of Internet users through computers, smartphones, tablets and even the Xbox. Company-owned products, such as Internet Explorer and Bing, would also help, according to the website AdAge.
Cookies help companies target advertising to Internet users by analyzing browsing to decide what type of ad to display. S that this system has flaws. It does not track mobile navigation, for example, which today is equivalent to 20% of global navigation.
Another company that develops its own tracker is Google, which holds 1/3 of the worldwide advertising revenue – which totals US $ 120 billion a year (learn more). AdAge also mentions that Facebook, Apple and Amazon also prepare substitutes for cookies.
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