© The Financial Times Ltd 2014 FT and 'Financial Times' are trademarks of The Financial Times Ltd.
So news that Google plans to ditch cookies and replace them with its own tracking solution has big implications for advertising technology companies and the venture capital funds that have poured billions of dollars into the sector in recent years.
Rocket Fuel, a real-time ad-buying platform that went public in the US this week, and Criteo, a French ad tech company that this week filed for an IPO on Nasdaq, have both warned about the reliance of their businesses on cookies.
HouseTrip.com, the Swiss-based holiday rentals website, became the latest technology start-up to raise money in the recent flurry of funding rounds. The C-round brought Accel Partners in as an investor, alongside existing backers Balderton and Index Ventures. It is possibly the first time these three top European VC investors have all piled into the same company, making HouseTrip seem hot property indeed.
The company, which has raised a total of $60m since it was founded nearly three years ago, is a competitor to US Airbnb, which has also been awash with venture investment money and has a valuation of around $1.3bn. HouseTrip says it focuses more on holiday home rentals, rather than short stays in a spare room.