A cookie with the Google logo lays on a table in the Google office in New York, U.S.(Photographer: Daniel Acker/Bloomberg)
(Bloomberg Businessweek) -- You may not have noticed, but the web is on the cusp of a revolution. Groups of engineers around the world are beavering away on the biggest upheaval to it in a decade. The shift has the potential to drastically reshape the power dynamics of the internet and the $330 billion digital advertising industry that supports it.