One of the nice things about cookies is that they can be read, analyzed and turned off. But the coolie may have had its day as Microsoft works with other companies to produce a post-web tracking system that will work on mobile devices, televisions, and the like. This follows reports that "Google is similarly plotting its own cookie replacement, and others such as Facebook, Apple and Amazon are expected to pounce on the third-party cookie's vulnerability." It's nice to have the increased flexibility. But advertisers want tracking. Right now, "an advertiser can't know if the desktop banner they ran led to a purchase made on the smartphone." But what's good for advertisers is generally bad for personal privacy and security.
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