Hasta La Creative!

Google is looking at a way to replace the web’s foundational technology for targeting display advertising — third-party cookies — with a system of its own that could solve some big challenges facing advertisers and drastically expand its grasp on the industry.

WHY IS THIS HAPPENING?

First-party cookies come directly from the sites you visit, but third-party cookies are placed by other companies that collect information on you, and are endangered. The privacy-minded do-not-track movement now causing so much consternation for advertisers is predicated on making it harder for companies to use third-party cookies to follow consumers around the web. Traditional cookies are also pretty much useless for mobile advertising.

Continue reading at AdAge.com