Cookies are small pieces of code that web sites deliver to a visitor's browser, and stick around as the person visits other sites. Third-party cookies are often added by advertisers and ad networks, in addition to the site the user is actually visiting, and can be used to track users across multiple sites, and to target ads and see how they perform.
Criteo has primarily offered retargeting capabilities, but has more recently attempted to diversify to help clients with more of their marketing needs, Criteo's chief financial officer Benoit Fouilland said at a Raymond James investor conference in December. Rosenblatt Securities listed a risk factor for the digital advertising performance company as a "Dependence on Chrome targeting and its dominant global browser share" in a November analyst note.
SunTrust Robinson Humphrey wrote in a research note Tuesday that on the positive for Criteo, the company has been "aggressively" shifting to non-cookie based identifiers and "has two years to continue this push/transition." "On the negative, the announcement prolongs uncertainty that we cannot solve for as we do not know and may not know for some time how CRTO's solution/efficacy will be impacted by changes," researchers wrote. "We expect CRTO to work closely with Google to understand and prepare for changes. We look for a public response from CRTO to the news."
World's smallest violin. Advertisers lose 70% of the money they spend on ad tech middlemen and fraudsters.
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