Reported Earlier, "Google Is Finally Killing Cookies. Advertisers Still Aren't Ready; Search Giant Plans To Remove A Technology Seen As Critical To The Digital-Ad Industry" - WSJ
Portfolio Pulse from Benzinga Newsdesk
Google is proceeding with major changes to online user tracking, phasing out cookies, a technology integral to the $600 billion-a-year digital advertising industry. Despite the significant impact this will have, advertisers are reportedly unprepared for the shift.
January 04, 2024 | 3:13 pm
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NEUTRAL IMPACT
Google's decision to eliminate cookies could disrupt the digital ad industry, potentially affecting Google's ad revenue in the short term as advertisers adjust.
While Google's decision is pivotal for user privacy, it may create short-term uncertainty in ad revenues as advertisers seek new methods for user tracking. However, Google's strong market position and investment in alternative technologies may mitigate negative impacts.
CONFIDENCE 85
IMPORTANCE 75
RELEVANCE 80
NEUTRAL IMPACT
Alphabet Inc.'s Google is eliminating cookies, which could lead to short-term challenges in the digital ad sector, affecting Alphabet's advertising business.
Alphabet may face short-term revenue fluctuations as the advertising industry adapts to the cookie-less environment. Long-term, Alphabet's diverse portfolio and leadership in digital advertising innovation should help stabilize and potentially grow its market share.
CONFIDENCE 85
IMPORTANCE 75
RELEVANCE 80