Read at AdExchanger
The cookie, originally named 'magic cookie,' was not designed for advertising but became the go-to ID for ad servers and networks, enabling ad targeting and measurement.
The cookie - originally named 'magic cookie' - which single-handedly enabled a generation of ad targeting, measurement and some mayhem, died this year.
The cookie was born in 1994 and solved the problem of the web being stateless, allowing for shopping carts and targeted ads. It became a vital tool for publishers and ad tech partners to recognize browsers and stitch together partial anonymous profiles.
The cookie solved this problem, allowing for shopping carts and pre-filled user IDs - and targeted ads.