• by Gavin O'Malley , Staff Writer @mp_gavin, November 18, 2013

What would a cookie-less world really look like? A landscape dominated by several colossal skyscrapers comes to mind, according to Khurrum Malik, CMO of digital data company eXelate. Yes, without cookies, there would be four or five Web properties (where consumers spend the vast majority of their digital days) that would have supreme insight into consumer behavior, Malik told OMMA RTB attendees on Monday afternoon. Right, “Facebook and Twitter would love that!” agreed Jonathan Slavin, CRO at interative ad holding company CPXi. “A lot of [folks within the advertising community] talk about it, but I don’t see it happening,” Slavin said of cookies crumbling. If cookie critics can eventually curb the tracking technology, how will Web properties (not named Facebook or Twitter or Google) respond? By getting very creative, and somehow “tying together inventory [and] data deals,” suggested Kalyana Prattipati, MD of Emerging Marketplaces at Accuen, Omnicom’s digital trading platform.