Microsoft’s latest version of its dominant Internet Explorer web browser could threaten the rise of online targeted-advertising because it allows users to access websites in private, reports James Quinn.

Internet Explorer 8, which was launched by the software giant yesterday, contains a feature called “InPrivate” which allows users to essentially hide their personal details by automatically erasing so-called “cookies”, and also hides the browsing history from other people using the same computer.

The new feature potentially threatens the business model of companies such as Google, which uses cookies to collect information from users as they visit websites, and then uses it to target adverts at them.

The launch of the new product, in beta testing mode only at this stage, comes as it continues to challenge Firefox, the free web browser, which already offers privacy features.

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