Microsoft to drop cookies in favor of proprietary cross-device tracking

Microsoft is joining the industry trend of ditching cookies and developing its own way to track users for ad purposes. Microsoft is said to be developing a tracker that works across Windows PCs, smartphones and tablets, as well as its Xbox consoles and Web products. "Not only would [Microsoft] be building out an ad ID, but they would also be building out a cross-channel attribution model, which everybody wants," said Barry Lowenthal of The Media Kitchen.

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