Microsoft Corp. last week announced plans to test new features in its Internet Explorer browser that are supposed to give users more control over cookies that can track their online surfing activities. Privacy advocates called the action a good first step, though several online vendors said the developments will have few effects on their Web sites. Within four weeks, the company hopes to release a public beta version.
Cookies are small pieces of information that a Web site can automatically place on a hard drive.
The site can then use the cookie to collect data such as the visitor's ZIP code or a history of what a customer visits on the site. That information can be used for marketing or to personalize the person's next visit. Identifying information such as a visitor's name can also be connected to the other data. For clothing retailer Lands' End Inc. in Dodgeville, Wis., the new controls may not have a major impact because the firm uses nonidentifying cookies only to help customers place personalized clothing orders, not to track their online movements, said spokeswoman Beverly Holmes. Similar policies are in use at online and television shopping channel QVC Inc. in West Chester, Pa., according to Eric Gregg, QVC's director of interactive systems.