Home The Big Story The Big Story: The Winners And Losers Of The Cookie Delay

The Big Story: The Winners And Losers Of The Cookie Delay

SHARE:
The Big Story podcast

When Google delayed the end of third-party cookies, ad tech’s first reaction was “stunned silence,” said Matt Barash, SVP of global publishing and platform partnerships at Zeotap and a self-described “ad tech socialite.”

For this week’s episode, we talk through the fallout of Google’s decision to delay the phaseout of the third-party cookie by nearly two years. Who are the winners? And who are the losers?

The losers, according to Barash, are both consumers – who won’t see third-party cookies’ removal for another two years – and privacy zealots.

But one winner might be Google, noted senior editor James Hercher. As antitrust regulators shadow the tech giant’s every move, delaying the removal of third-party cookies makes Google look like it’s being a team player, accommodating an industry that’s not yet ready for the change.

Also notable: Ad tech stocks ticked up when Google extended the deadline to remove third-party cookies.

And we talk about what the delay means for companies that were invested in the current timeline for third-party cookie deprecation, and the marketing fluff that surrounds many identity companies, in this week’s episode of The Big Story.

Must Read

Comic: Always Be Paddling

The Trade Desk Maintains Its High Growth Rate And Touts New Channels

“It’s hard not to be bullish about CTV when it’s both our largest channel and our fastest growing,” said The Trade Desk Founder and CEO Green during the company’s earnings report on Thursday.

After The Election, News Corp Has Harsh Words For Advertisers Who Avoided News

News Corp’s chief exec blasted “the blatant biases of ad agencies and ad associations,” which are “boycotting certain media properties” due to “personal political prejudices.”

LiveRamp Outperforms On Earnings And Lays Out Its Data Network Ambitions

LiveRamp reported an unexpected boost to Q3 revenue, from $160 million last year to $185 million in 2024, during its quarterly call with investors on Wednesday.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Google in the antitrust crosshairs (Law concept. Single line draw design. Full length animation illustration. High quality 4k footage)

Google And The DOJ Recap Their Cases In The Countdown To Closing Arguments

If you’re trying to read more than 1,000 pages of legal documents about the US v. Google ad tech antitrust case on Election Day, you’ve come to the right place.

NYT’s Ad And Subscription Revenue Surge As WaPo Flails

While WaPo recently lost 250,000 subscribers due to concerns over its journalistic independence, NYT added 260,000 subscriptions in Q3 thanks largely to the popularity of its non-news offerings.

Mark Proulx, global director of media quality & responsibility, Kenvue

How Kenvue Avoided $3 Million In Wasted Media Spend

Stop thinking about brand safety verification as “insurance” – a way to avoid undesirable content – and start thinking about it as an opportunity to build positive brand associations, says Kenvue’s Mark Proulx.