You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract A Google Cookie Replacement Could Upend Online Advertising Search Giant Holding Preliminary Conversations About an Alternative By Tim Peterson, Published on September 19, 2013 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.