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.