Google, Microsoft to track users on their own
October 30 , 2013
Google, Microsoft and Facebook are now looking to use users by themselves, without the help of the small data chunks that end up revealing online activity.
An industry exec mentioned that whichever company is successful at doing so will be able to "charge rent for it" and have a "tremendous advantage going forward."
Cookies aren't good enough for advertising purposes since they don't work on mobile platform. Hence, Microsoft and Google are looking to assign their users with special IDs for the purposes of tracking. Facebook already uses its own version of cookies to track its users' behavior across several devices.
These developments could also result in fears regarding privacy. "There is going to be an electronic incentive to find out when people are most impulsive and vulnerable," a law professor said.