For years, cookies were the glaring blind spot in mobile advertising. The slivers of code that track user data across the web don’t work well on phones. Other tracing solutions are piecemeal. So advertisers have sprayed device screens with banner ads and prayed for sales.

But major tech companies are looking to completely bypass the cookie, aiming to track consumers on their phone and every other device they use.

Last year, when Facebook bought ad server Atlas Solutions, from Microsoft, it wasn’t forthcoming about its plans. Now, it’s preparing to pitch the tool as a “cross-platform solution” that will eventually make the cookie obsolete, according to Graham Mudd, Facebook’s director of advertising measurement.

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