Hasta La Creative!

Publishers and others worried about the decline of cookies, the web’s foundational technology for targeting display advertising, may welcome an effort by Google to come up with a replacement. But such a move would also drastically grow the search giant’s grasp on the industry.

Google is looking to create an advertising-specific identifier to replace the third-party cookies that companies now use to track browsing behavior across the web and target ads, people familiar with the effort said this week, confirming a report in USA Today on Tuesday. A Google spokeswoman said the company has “a number of concepts” to improve consumer privacy while keeping the web economy intact, but said they are all in “very early stages.”

If and when Google advances its deliberations into a live product to replace the cookie, however, the digital advertising landscape would be flipped on its head.

Continue reading at AdAge.com