Google Backtracks On Third Party Cookie Policy, Sparks Gains In Ad Tech And Publisher Stocks
Portfolio Pulse from Anusuya Lahiri
Google reversed its plan to eliminate third-party cookies in Chrome, leading to gains in ad tech and publisher stocks. This decision follows industry and regulatory pushback, allowing advertisers to continue using cookies for targeted ads while giving users more control over their preferences.
July 23, 2024 | 7:52 pm
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POSITIVE IMPACT
Digital Turbine, Inc saw significant gains as Google's decision to keep cookies supports the current ad tracking model, benefiting ad tech companies.
Digital Turbine benefits from Google's decision as it relies on cookies for ad tracking, which is crucial for its business model.
CONFIDENCE 90
IMPORTANCE 80
RELEVANCE 80
POSITIVE IMPACT
Criteo saw gains as Google's decision to keep cookies supports the current ad tracking model, benefiting ad tech companies.
Criteo benefits from Google's decision as it relies on cookies for ad tracking, which is crucial for its business model.
CONFIDENCE 90
IMPORTANCE 80
RELEVANCE 80
POSITIVE IMPACT
DoubleVerify Holdings, Inc saw gains as Google's decision to keep cookies supports the current ad tracking model, benefiting ad tech companies.
DoubleVerify benefits from Google's decision as it relies on cookies for ad tracking, which is crucial for its business model.
CONFIDENCE 90
IMPORTANCE 80
RELEVANCE 80
POSITIVE IMPACT
Gannett Co, Inc experienced gains due to Google's decision to retain cookies, which supports publishers' ability to track user data and target ads effectively.
Gannett benefits from the continuation of cookies, which are essential for effective ad targeting and revenue generation.
CONFIDENCE 85
IMPORTANCE 70
RELEVANCE 70
POSITIVE IMPACT
Google's reversal on eliminating third-party cookies in Chrome is a strategic move to address industry and regulatory concerns, maintaining the current advertising model and user experience.
Google's decision to keep cookies will likely maintain its strong position in the ad tech market, supporting its advertising revenue while addressing regulatory concerns.
CONFIDENCE 100
IMPORTANCE 90
RELEVANCE 100
POSITIVE IMPACT
Integral Ad Science Holding Corp saw significant gains as Google's decision to keep cookies supports the current ad tracking model, benefiting ad tech companies.
Integral Ad Science benefits from Google's decision as it relies on cookies for ad tracking, which is crucial for its business model.
CONFIDENCE 90
IMPORTANCE 80
RELEVANCE 80
POSITIVE IMPACT
Magnite, Inc experienced gains due to Google's decision to retain cookies, which supports ad tech companies' ability to track ads effectively.
Magnite benefits from the continuation of cookies, which are essential for effective ad tracking and targeting.
CONFIDENCE 90
IMPORTANCE 80
RELEVANCE 80
POSITIVE IMPACT
MarketWise, Inc saw gains as Google's decision to keep cookies supports publishers' ability to track user data and target ads effectively.
MarketWise benefits from the continuation of cookies, which are essential for effective ad targeting and revenue generation.
CONFIDENCE 85
IMPORTANCE 70
RELEVANCE 70
POSITIVE IMPACT
News Corp experienced gains due to Google's decision to retain cookies, which supports publishers' ability to track user data and target ads effectively.
News Corp benefits from the continuation of cookies, which are essential for effective ad targeting and revenue generation.
CONFIDENCE 85
IMPORTANCE 70
RELEVANCE 70
POSITIVE IMPACT
New York Times Co saw gains as Google's decision to keep cookies supports publishers' ability to track user data and target ads effectively.
New York Times benefits from the continuation of cookies, which are essential for effective ad targeting and revenue generation.
CONFIDENCE 85
IMPORTANCE 70
RELEVANCE 70
POSITIVE IMPACT
Outbrain Inc experienced gains due to Google's decision to retain cookies, which supports ad tech companies' ability to track ads effectively.
Outbrain benefits from the continuation of cookies, which are essential for effective ad tracking and targeting.
CONFIDENCE 90
IMPORTANCE 80
RELEVANCE 80
POSITIVE IMPACT
Perion Network Ltd experienced gains due to Google's decision to retain cookies, which supports ad tech companies' ability to track ads effectively.
Perion Network benefits from the continuation of cookies, which are essential for effective ad tracking and targeting.
CONFIDENCE 90
IMPORTANCE 80
RELEVANCE 80
POSITIVE IMPACT
PubMatic, Inc experienced significant gains due to Google's decision to retain cookies, which supports ad tech companies' ability to track ads effectively.
PubMatic benefits from the continuation of cookies, which are essential for effective ad tracking and targeting.
CONFIDENCE 90
IMPORTANCE 80
RELEVANCE 80
POSITIVE IMPACT
Scholastic Corp saw gains as Google's decision to keep cookies supports publishers' ability to track user data and target ads effectively.
Scholastic benefits from the continuation of cookies, which are essential for effective ad targeting and revenue generation.
CONFIDENCE 85
IMPORTANCE 70
RELEVANCE 70
POSITIVE IMPACT
The Trade Desk, Inc saw gains as Google's decision to keep cookies supports the current ad tracking model, benefiting ad tech companies.
The Trade Desk benefits from Google's decision as it relies on cookies for ad tracking, which is crucial for its business model.
CONFIDENCE 90
IMPORTANCE 80
RELEVANCE 80