Google’s Latest Role: The Cookie Monster

Ad tech firms are on alert

Google is going after all the cookies, and the rest of the data-hungry world is worried that only crumbs will be left.

The search king is among a core group of Internet companies that see an opening as the Web evolves beyond cookie-based data tracking.

While the death of cookies—those sticky computer codes that compile data on consumers as they browse online—has been greatly exaggerated, many in the ad industry say their utility is in question.

Privacy concerns aside, cookies have limitations.

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