Microsoft and Google Plan to Get Rid of Cookies in the Browser

According to an article on AdAge.com, both Microsoft and Google plan to develop their own technology to replace the “cookies” in the Web browsers. Cookies allow the vendors to keep track of people’s browsing habits and are used for online targeted advertising. Of course, due to privacy concerns, people don’t like to be tracked but don’t really have much choice because if they disable cookies then a lot of Web sites won’t properly work.

One of the reasons that these companies are planning to get rid of cookies is that third-party cookies cannot track mobile devices, which supposedly account for 20% of the world’s Web traffic according to StatCounter.

Note: According to the headline on MarketingLand.com global Web traffic on mobile devices is close to 20%. Well, according to the graph in the article, it’s really closer to 15% and calling it closer to 20% is an exaggeration.

The StatCounter chart shows that India is leading the way by generating almost 56% of total Internet traffic.

Before you start celebrating the demise of cookies, I should point out that it is only a plan at this point. Frankly, I wouldn’t get too excited about it because these companies will come out with a new technology that has a different name (they may call it candies instead of cookies) but the purpose will still be the same, i.e. keep track of your browsing habits. The new technology will include a broader audience to incorporate the mobile devices. Same game, different name!

What I will find exciting is the day when Microsoft announces that Internet Explorer will no longer require ActiveX controls. Now, that would call for a celebration.