Log in
Forgot password ?
Become a member for free
Sign up
Sign up
New member
Sign up for FREE
New customer
Discover our services
Dynamic quotes 

MarketScreener Homepage  >  Equities  >  Nasdaq  >  Alphabet Inc.    GOOGL


News SummaryMost relevantAll newsPress ReleasesOfficial PublicationsSector newsMarketScreener StrategiesAnalyst Recommendations

Alphabet : Marketers and Ad Agencies Ask Google Not to Kill Cookies Too Soon

share with twitter share with LinkedIn share with facebook
share via e-mail
01/16/2020 | 03:36pm EST

By Nat Ives

Marketers and advertising agencies expressed alarm over Google's plan to phase out support of third-party cookies in its Chrome internet browser.

Google's decision could hurt digital businesses, consumers and innovation, the Association of National Advertisers and the 4A's, a trade group for ad agencies, said in a statement.

"It would threaten to substantially disrupt much of the infrastructure of today's Internet without providing any viable alternative, and it may choke off the economic oxygen from advertising that startups and emerging companies need to survive," they said.

The groups urged Google not to make any changes until alternatives are in place.

Cookies are a way to gather information on internet activity. Websites use first-party cookies to collect data on their own visitors. Third-party cookies, in contrast, track consumers' activity across the internet. They generate information that is useful for ad targeting and other purposes, but have raised privacy concerns over the years.

Google, part of Alphabet Inc., said in a blog post Tuesday it intends to phase out support for third-party cookies in its browser within the next two years.

In response to the trade groups' objections, a Google spokeswoman emphasized a section of the blog post that said the company's plan will take effect after the industry develops new ways to meet advertisers' needs.

Dan Jaffe, group executive vice president at the Association of National Advertisers, said the trade groups' concerns were justified because many organizations haven't felt adequately involved in Google's process.

"Thus, we are urging Google to build a collaborative industry-wide process that involves all stakeholders, while committing to protect the current architecture for digital advertising until the industry develops and implements a viable alternative," Mr. Jaffe said in a statement.

More privacy and accountability is the right direction, but ads underwrite many free services online that people don't want to pay for or can't afford, said Jordan Mitchell, senior vice president at the IAB Tech Lab, a consortium focused on promoting common technology and standards for digital advertising.

"The hard part is phasing out third-party cookies without unintentionally creating a worse situation," Mr. Mitchell said in an email.

Google's promised shift was inevitable given rising privacy concerns, said an executive at one digital ad agency. "It's just an industry trend and a larger movement that I think Google is taking a very measured approach to," said Justin Scarborough, programmatic media director at PMG Worldwide LLC.

Apple Inc.'s Safari and Mozilla Corp.'s Firefox already have rolled out restrictions on tracking cookies. But Chrome dominates the global desktop browser market.

Ending third-party cookies could counterintuitively improve the effectiveness of digital advertising because it will push companies to establish direct, consensual relationships with consumers, Mr. Scarborough said. "When consumers and companies choose to have those kinds of interactions, they're doing it because there's a value exchange, " he said.

"There's a give and a take there," Mr. Scarborough added. "At the end of the day, the consumer-brand value exchange has to be brought out of the shadows."

Write to Nat Ives at nat.ives@wsj.com

Stocks mentioned in the article
ChangeLast1st jan.
ALPHABET INC. -0.68% 1515.28 Delayed Quote.13.44%
APPLE INC. -0.99% 320.41 Delayed Quote.10.21%
share with twitter share with LinkedIn share with facebook
share via e-mail
Latest news on ALPHABET INC.
03:04pOutbreak will not change China's commitments to buy U.S. goods - senior U.S. ..
02:52pEU privacy body warns of privacy risks in Google, Fitbit deal
01:22pALPHABET : WarnerMedia, YouTube TV expand distribution deal to include upcoming ..
12:27pTwo Big Workplace-Software Providers to Merge -- 2nd Update
09:57aEU privacy body warns of risks in Google, Fitbit deal
09:47aEU privacy body warns of privacy risks in Google, Fitbit deal
02/19Google plans to move UK users' accounts outside EU jurisdiction
02/19Irish regulator readies draft decisions in first big tech privacy probes
02/19Netflix CEO's new book to shed light on streaming giant's work culture
02/19Should Facebook, Google be liable for user posts? asks U.S. Attorney General ..
More news
Financials (USD)
Sales 2020 191 B
EBIT 2020 41 566 M
Net income 2020 37 249 M
Finance 2020 137 B
Yield 2020 -
P/E ratio 2020 28,4x
P/E ratio 2021 24,4x
EV / Sales2020 4,78x
EV / Sales2021 3,95x
Capitalization 1 049 B
Duration : Period :
Alphabet Inc. Technical Analysis Chart | MarketScreener
Full-screen chart
Technical analysis trends ALPHABET INC.
Short TermMid-TermLong Term
Income Statement Evolution
Mean consensus BUY
Number of Analysts 47
Average target price 1 594,36  $
Last Close Price 1 524,87  $
Spread / Highest target 18,0%
Spread / Average Target 4,56%
Spread / Lowest Target -16,7%
EPS Revisions
Sundar Pichai Chief Executive Officer & Director
John LeRoy Hennessy Chairman
Ruth Porat Chief Financial Officer & Senior Vice President
Lawrence E. Page Director
Sergey Mikhaylovich Brin Director
Sector and Competitors
1st jan.Capitalization (M$)
ALPHABET INC.13.44%1 048 643
BAIDU, INC.7.44%47 058
NAVER CORP--.--%23 147
YANDEX6.12%15 223
SOGOU INC.-7.25%1 652