Google's Announcement To Delay Cookieless Timeline; LiveRamp Has Been Prepared For The Deprecation Of Third-Party Cookies For Some Time With The Build Out Of Our Authenticated Traffic Solution And Our Investment In Clean Room Technology To Enable Secure First-Party Data Collaboration
Portfolio Pulse from Benzinga Newsdesk
Google has announced a delay in its plan to phase out third-party cookies in Chrome, moving the timeline from the second half of 2024 to early 2025. LiveRamp has stated that this delay does not affect their strategy or market approach, as they have been prepared for the deprecation of third-party cookies with their Authenticated Traffic Solution (ATS) and investments in clean room technology for secure first-party data collaboration. LiveRamp believes they are well-positioned to assist the industry in transitioning to cookieless solutions.
April 24, 2024 | 1:10 pm
News sentiment analysis
Sort by:
Ascending
NEUTRAL IMPACT
Google's decision to delay the deprecation of third-party cookies may temporarily ease pressures on advertisers and publishers reliant on cookies, potentially maintaining Chrome's market dominance.
The delay in Google's timeline for phasing out third-party cookies could maintain the status quo in the advertising industry, temporarily easing the transition for stakeholders. However, the long-term impact on Google's stock is neutral as the market had already anticipated the transition.
CONFIDENCE 80
IMPORTANCE 60
RELEVANCE 75
POSITIVE IMPACT
LiveRamp's preparation for a cookieless future with its ATS and clean room technology positions it as a key player in facilitating the industry's transition, potentially boosting its market relevance and customer base.
LiveRamp's proactive approach to the deprecation of third-party cookies, through the development of ATS and clean room technology, places it in a favorable position to capitalize on the industry's inevitable shift to cookieless solutions. This strategic positioning is likely to attract more partners and customers, positively impacting its stock in the short term.
CONFIDENCE 85
IMPORTANCE 80
RELEVANCE 90