Google's potential plan to drop cookies raises concerns

Google is considering creating an alternative to the cookies that track consumer Web habits and allow for targeted advertising, which has advertisers worried about the disruption it would cause in the industry and the increased control that Google would have over it. Any "peremptory changes" to the cookie-based system could "have a deleterious effect on the digital ad supply chain," said Randall Rothenberg, president and CEO of the Interactive Advertising Bureau.

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