Google announced on April 22 that it will no longer roll out a new standalone prompt for consumers to opt-in to third-party cookie tracking on Chrome. This decision impacts the broader digital advertising ecosystem and how user data is managed.
LiveRamp stated that its mission remains consistent: to enable best-in-class addressable reach and connectivity across every consumer experience. The company will continue to develop the largest and most useful data collaboration network.
LiveRamp confirmed it will use cookies to extend reach on Chrome while simultaneously investing in and expanding its authenticated ecosystem. This includes cookieless browsers like Safari, Firefox, and Edge, as well as direct publisher integrations, CTV, mobile/gaming, and new AI integrations, reinforcing its privacy-preserving approach.
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