While flicking through the news this morning I came across an article on Venture Beat talking about online advertising trends for 2014. One of those trend was the implications the absence of the cookie for targeted advertising (achieved by tracking the users past browsing), but also highlights the limitations of this approach for the new digital landscape (i.e. unable to track between devices). The article wraps-up by highlighting how internet titians are jumping in to fill this void (e.g. Clearinghouse from Mozilla, Google AdId, and others) and how this will lead to a central repository (for the user) to control privacy.