Microsoft reportedly wants to replace the cookie

Microsoft may be aiming to replace the famous (or infamous) browser cookie with its own brand of tracking technology.

The company is purportedly developing a technology that would track user activity not only on the Web but on Windows-based mobile devices and even the Xbox console, according to AdAge. Citing "sources close to the company not authorized to speak publicly about Microsoft's plans," AdAge said that the technology is in the early stages with no clear time frame as to when it would appear on all devices.

Microsoft didn't quite confirm the news to AdAge but did hint at its overall goal.

"We agree that going beyond the cookie is important," a Microsoft spokesperson told AdAge. "Our priority will be to find ways to do this that respect the interests of consumers."

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