Google Is Finally Killing Cookies. Advertisers Still Aren't Ready.

Google is implementing changes to how companies track users online by eliminating cookies, a technology used by advertisers to target users with relevant ads. The changes, which will be rolled out gradually, have been met with resistance from marketers, advertising-technology companies, and web publishers who feel that Google has not adequately prepared the market for the transition. While Google's efforts aim to improve user privacy, some industry executives believe that the elimination of cookies will have a negative impact on the overall value of online advertising. [Extracted from the article]