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Is Microsoft Planning Replacement for Cookies?

Following news of Google’s Ad-ID the Microsoft tech giant is also rumoured to be planning a cross platform tracking system that follows users across mobile and desktop devices and on Internet Explorer and in Bing, so enabling users to progress beyond third party cookies. Internet Explorer already has a do not track feature, which is set on by default in IE10 and IE11.

Since marketing companies rely so much on tracking cookies this setting has proved to be a matter of controversy.

Obviously, Microsoft is very likely to be considering solutions that give the right level of privacy and marketing potential as well as enhance relevancy, particularly across devices where conversions are often made on a different device making marketing attribution more and more difficult. As a temporary move in this direction IE11 has a ‘Do Not Track’ feature set as default, but now also a screen prompting you for allowed exceptions, so giving more trusted sites use of this feature. The browser remembers where exceptions are allowed to protect privacy where users are more likely to want it.

If you need any help with increasing your digital activities, then please get in contact with us here at Network Intellect.

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