Google’s announcement has wiped over $8 billion off the market capitalization of Ventura, Calif.-based Trade Desk — a Google digital advertising rival — that uses third-party cookies in its service. A spokesperson for Trade Desk told me March 18, “We don’t comment on competitors, but...Gartner’s Magic Quadrant for Advertising Technology names The Trade Desk a Leader, placed on the upper right (Quantcast didn’t make it on the quadrant). However, Trade Desk expects slower top-line growth in the current quarter. Trade Desk CEO Jeff Green told the Journal that Google’s move to stop tracking individual web behavior will tap its strengths to the detriment of rivals. In the month ending March 18, Trade Desk shares have lost 19% of their value.

Source: Forbes March 20, 2021 14:04 UTC