Google Chrome’s recent decision to delay its plan to phase out third-party cookies has caused a significant stir in the ad tech industry. The move, which was unexpected given the earlier timeline for deprecation, has disrupted the sector’s dynamics, which heavily rely on these cookies for online advertising.
In response, companies and executives within the industry have been working to reassure stakeholders and adjust their strategies accordingly.
The announcement prompted a range of reactions from leading ad tech firms as they reported their earnings. Executives have tried to project stability and confidence, even as they navigate the uncertainty introduced by Google’s decision. Companies like The Trade Desk and PubMatic have used their earnings calls to address the impact of this development and to promote their alternative solutions and strategies.
Jeff Green, CEO of The Trade Desk, emphasized his long-standing belief that Google would not stick to its original plan to eliminate cookies. Green highlighted The Trade Desk’s initiatives, such as UID2, which are designed to replace cookies with more effective identity solutions.
Google Chrome Delays Phasing Out Third-Party Cookies Disrupts Ad Tech Industry
He also criticized Google’s approach as a potential “bait and switch,” suggesting that Google’s plans are unpredictable and urging stakeholders to continue developing and investing in alternative identity solutions.
In contrast, other companies have expressed different viewpoints. LiveRamp’s CEO argued that discussions over Google’s decision have missed a crucial aspect: the company’s forthcoming IP protection measures, which aim to prevent covert tracking.
LiveRamp is focusing on its Authenticated Traffic Solution and RampID to adapt to the changing landscape. Similarly, Magnite’s CEO downplayed the significance of cookies in the company’s future, given its shift towards connected TV (CTV) and other new media formats.
Criteo and Zeta also weighed in, with Criteo’s leadership emphasizing the value of their collaboration with Google and the lessons learned from the Privacy Sandbox experiments. Zeta’s CEO, on the other hand, expressed skepticism about the long-term viability of cookies and highlighted the company’s focus on alternative identity solutions for better return on investment.
Verification and measurement firms like DoubleVerify and Integral Ad Science have taken a more measured approach, using Google’s announcement as an opportunity to expand their services.
These companies are optimistic about the potential for growth and the chance to enhance their offerings across various advertising channels. While Google’s shift in policy has created uncertainty, it has also spurred ad tech companies to adapt and innovate in response to the evolving landscape.
