Custom data attributes: http://dev.w3.org/html5/spec/Overview.html#embedding-custom-non-visible-data
When I say “work”, I mean, if I’ve got HTML like this:
I think IE has always supported this (at least starting from IE4) and you can access them from JS. They were called 'expando properties'. See old MSDN article
This behaviour can be disabled by setting the expando property to false on a DOM element (it's true by default, so the expando properties work by default).
Edit: fixed the URL