HTML5 blows past cookies, allowing marketers to customize visitors' Web experience to new extremes. HTML5 can help marketers not only track visitors' past behaviors (which is all cookies can do), but also track their behavior on other Websites. HTML5 can even help predict what the visitor may be in the mood to look at today.
HTML5 makes use of two functions in JavaScript, local storage and session storage. Local storage does pretty much what the name suggests. It holds data gathered as the user moves across the Web in a standardized key/value fashion. Key/value is programmer-speak for "I have a property, and its value is... something." So, on an HTML5 Web page, that might be "here is a link, its value is clicked."
This key/value system sounds simple (and it is), but it surpasses cookies, which store data in any format the Web designer wants. That means if the Website is ever redesigned, older cookies might choke a new back-end database. And because it's standardized, key/value data is much easier to track than nonstandard cookies across different Websites.
The "local" part of local storage is very important, too. It means that HTML5 pages can use any browser that supports HTML5 (which all modern browsers do) to store anywhere between 5MB and 10MB of accumulated data on the user's local machine. That compares to a mere 5KB of information that cookies can handle, making for a much richer data experience.
One benefit to the large local storage is the ability to download temporary HTML5 apps to the user's PC or other device, and have a user's device handle much of the processing on its end, instead of requiring the server to do it.
Marketers will be very interested in the local data as well, because it gives a persistent, longer-term view of what things the visitor to a site might be interested in. It won't be a flat view, either. Marketers will be able to discern a user's general interests, purchasing habits, and even the colors and design elements of the Websites that most engage a particular user.
If I like sites with dark backgrounds and colors in the blue end of the spectrum (which I do), my browser's local storage may pick up on that trend. If I visit an HTML5 site that's ready for this, it could actually shift the color scheme to a pre-determined dark and blue-ish theme.
Session storage, which is not persistent like local storage, can add even more useful data. Session storage lasts only for as long as the browser is open, but can add immediate nuances to the personal data that can steer advertisements towards or away from users.
Another possible use for an advertising and marketing network: We know one of Brian's many interests is the Cubs, but this morning he spent a lot of time on some sports sites, and the calendar says it's late September. Looking up the season record, no... once again, it's not looking good this year. So let's not send him ads on Cubs merchandise right now. He may not be in the mood.
Far-fetched? Hardly. This is exactly the kind of user experience marketing professionals can learn about with HTML5. It would not have to be this complex to deliver a more positive experience for incoming visitors, either: just knowing the recent browsing history might be enough to give marketers a better clue as to what's going on.
From a privacy standpoint, there is much to consider. Any such system should have opt-ins in place so visitors can know what they're getting into. Privacy-minded individuals will opt-out, to be sure, but when the overall Web experience is delivered in a more seamless and positive way across multiple Websites, many visitors will like the new features that HTML5 can deliver.
HTML5 will also help marketers build dynamic Web pages that retain their search friendliness and trackability. To find out more, see our previous story on how HTML5 will help marketers build better dynamic Web pages.— Brian Proffitt 
is a veteran journalist and analyst.
is a veteran journalist and analyst.
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