What happens if they toss cookies?

There is an ad-tech fight playing out in Europe that could upend the entire real-time bidding system that most publishers use to fill their online ad inventory.It all centers on cookie matching—the syncing by ad exchanges of data about consumers online. On one side, privacy advocates and Google rivals argue this fundamental practice runs afoul of the EU’s General Data Protection Regulation. On the other, Google and its partners say that they are authorized directly by internet u