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


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.

To take on Big Tech’s data empires in a post-cookie world, LiveRamp, the biggest player in open web ad targeting, wants to stitch together ad tech’s fragmented infrastructure.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in