Ad Targeting’s Center of Gravity Is Shifting

LiveRamp wants to go from industry leader to critical infrastructure. Its rivals see a chance to dethrone it

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If no alternative to the third-party cookie is found, it would leave a $32-billion void by 2025. LiveRamp

In the months since Google sounded the death knell for the third-party cookie, the worst-case scenario has grown ever more clear: If no alternative is found, it would leave a $32-billion void by 2025, a knockout blow to independent ad tech and a coup for Amazon, Facebook and Google.

Ethan Wu is an intern on Adweek’s media team. He is also a rising senior studying economics at Cornell University.