Recent moves from big tech companies like Apple and Google to lock down user data became the unavoidable topic in ad tech earnings this week, reflecting the importance of such data in ad targeting—and the scramble to obtain it.
For the most part, ad tech firms expressed relief in Google’s announcement to continue to support third-party cookies until 2023. “The Google decision provides the industry with more time to transition and focus on advancement and adoption of alternative audience solutions,” said Michael Barrett, CEO of Magnite during the company’s second quarter earnings call. Other companies echoed a similar sentiment, with Megan Clarken, CEO at Criteo, saying during the company’s earnings call that Google's decision, “creates more time for our industry to prepare.”
For ad tech companies, Google’s stay of execution on the cookie gives the industry more time to hawk its own ad targeting solutions. Criteo, which is developing a contextual ad targeting product, said it would use the time to develop and bring its contextual targeting to market. Both Magnite and Criteo have signed on to use Unified ID 2.0, an industry-wide ad identifier solution spearheaded by The Trade Desk and now led by PreBid.