How Cookie Alternatives From Microsoft and Google Stack Up
Microsoft plans to throw its hat into the ring of tech giants looking to replace the cookie. Both it and Google are eyeing their own technologies to track people's digital behaviors—the sites they visit, the apps they use, the videos they watch, etc. Such a cookie replacement would help them better target ads—as well as give them immense power in the the digital-advertising space. How might the longtime rivals' odds stack up?