An anonymous source purporting to work for Google has suggested that third party cookies - collected for targeted advertising - will be replaced with a new software not unlike Apple's iAd, which collates mobile data. Safari has blocked third-party cookies since 2003.

A study of 1,987 UK adults by Mediasyndicator and YouGov has found that Brits generally like personalised advertising driven by search tendencies, despite Microsoft's concerns over privacy infringements.