Tuesday, March 5, 2024

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    As cookies crumble, M&A execs seek viable alternatives

    Third-party cookies are on their way out, and when they go, they’re going to take parts of the ad industry along with them.

    It may not happen today, and some argue it won’t even happen in the first six months of the year. But this consolidation will happen eventually now that Google has started to squeeze cookies out of the Chrome browser. When those cookies crumble, companies will be left scrambling for a new recipe to bake their ad revenue.

    For some, this upheaval spells opportunity — a chance to innovate, adapt and thrive in a transformed landscape. But for others, it’s a storm they might not weather. Mergers of desperation, hostile takeovers or even total shutdowns are in the cards. 

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