(NEW YORK) -- You may have hundreds of cookies on your computer. These pieces of code are used by marketers and advertising agencies to track your online behavior. But now, cookies are under attack.
The Wall Street Journal reports that Google, Facebook and Microsoft are “developing systems that plug into and control this river of data,” bypassing many software companies that put cookies on popular websites.
These Internet giants plan to come up with their own ways of placing highly targeted advertising on consumers’ computers and mobile devices.
Cookies don’t work very well on tablets and smartphones, and fail to give marketers all of the information they are looking for.
A statement from Microsoft via AdAge says, “We agree that going beyond the cookie is important. Our priority will be to find ways to do this that respect the interests of consumers.”
The balance of power in the highly lucrative online advertising industry may be shifting. But privacy advocates are raising objections to hyper-targeting, and may seek new federal regulations.
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