Cookies and issues that are (not) discussed. Why and how to solve them?

Why be interested in the future of cookies? What is the lifetime of cookies now? Does it differ in the type of device? Format? Publisher? In Direct / RTB Purchase? Will advertising cookies cease to exist completely? Will anything replaces them? What will it be? What is the impact on media planning? What should be changed? What can be the impacts on you? What to look for if you are a publisher/advertiser/agency?