Microsoft Developing A Cross Device Cookie Alternative

Here’s a headline for all of you paranoid conspiracy theorists out there – Microsoft is working on a cookie alternative to track user activity across devices.

Last month Google released word of their AdID effort designed to replace cookies in tracking user activity online. Microsoft was not to be outdone however and has its own cookie alternative in the works as well. The new tracking system will apparently track users activity across a number of Windows devices in addition to the XBox (although this is not noted as a priority in development.) According to Microsoft the new cookie system will “respect the interests of consumers” while also attempting to offer more targeted advertisements – a bonus for advertisers since ads will be targeted by device.