Cookies no longer effective, Facebook VP says

Cookies will become an obsolete metric for measuring the reach of online advertisement within two years, says Facebook Vice President Brian Boland. People access the Web through multiple devices now, making it impossible to track their behaviors with a single cookie. Stable IDs, which are assigned to a person rather than a device, are the sort of trackers likely to take over as cookies are phased out, Boland writes.

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