5 AdTech Stocks to Buy as Google Delays the Chrome Cookie Phase-Out  | | Luke Lango | If you follow the AdTech world, then you know that Google announced some game-changing news last week. This news is so big that as soon as I heard it, I knew it was time to buy AdTech stocks – because this catalyst will send those stocks soaring over the next few months. So… what exactly am I talking about? Well, Google said that it would delay its phase-out of third-party "cookies" by at least twelve months, from late 2022, to late 2023. Some context here is required… For starters, no, I'm not talking about chocolate chip cookies. I'm talking about user cookies. In internet speak, "cookies" are little bits of data about consumers that are stored on websites. They store information like your login info, your browsing history, and your searches. Web publishers use what are known as first-party cookies – or cookies installed on a website by the website owner – to remember your username and password, and personalize your feed with posts you'll enjoy. It's how websites like InvestorPlace remember you. Digital advertisers and marketers use what are known as third-party cookies – or cookies installed on a website by a third party – to track your usage activity, browsing history, and searches, to deliver to websites relevant ads that you'll actually want to see and may actually interact with. To that extent, the world of data-driven digital advertising – which is the world of the future, because it delivers the right ads to the right customers – is built on the back of third-party cookies. That's a big problem because third-party cookies are supposedly going away. Google – who basically owns the browsing internet through Google Chrome – is deprecating third-party cookies as part of a big push to protect consumer privacy and give consumers control over their information. It's a "Cookie Crisis" for the advertising industry. But this crisis may not ever happen. Google is delaying the phase-out of cookies by a full year. Now, that's big news for two reasons. One, it gives the AdTech world more time to roll out, test, and enhance a substitute solution – like The Trade Desk's Unified ID 2.0 platform. UID 2.0 is basically the opt-in, encrypted version of cookies, and it was built by The Trade Desk as a way for programmatic advertising to survive in a cookie-less world. In short, UID 2.0 utilizes a single sign-on browser to capture a user's email address and create a unique, hashed, and encrypted identifier for that user. That identifier follows that user around the internet, and when the user gets to a website supported by UID 2.0, the website publisher will prompt the user with an opt-in form asking the user if they would like to share their info with the web publisher. If so, the identifier follows the user on that website, tracks activity, and uses that data to do targeted advertising. If no, the identifier is blocked, and the user gets randomized ads on the webpage. It's a dream solution that protects user privacy and still allows for data-driven advertising. In theory, a win-win. But its unproven. The beta just launched in March, and The Trade Desk didn't make it a fully open-source technology until May. UID 2.0 still needs time to gain traction and trust. Google's delay gives UID 2.0 that time it needs. The second big reason the Google delay is huge for AdTech companies is that it emphasizes the difficulty Google is enduring in trying to phase-out cookies while also preserving a solid user experience on the web. Indeed, Google may never figure that out – and the odds of the cookie phase-out ever actually happening have decreased. In other words, this news is an all-around BIG positive for AdTech stocks. Here's what I think will happen over the next 30 months… UID 2.0 will start to gain early traction and trust throughout the back half of 2021. By early 2022, there will be enough data to show that this cookie-substitute works just as well as cookies, and therefore, throughout 2022, you'll see a swarm of companies adopt UID 2.0. Then, in 2023, that swarm will continue to grow to a point that when Google does finally phase-out cookies at the end of the 2023, no one is going to care or notice, because the whole industry will have pivoted to UID 2.0. That backdrop implies a few years of hypergrowth ahead for data-driven advertising firms… so, when I see the stock prices of those firms 20% off their highs today, I see a buying opportunity. I see a buying opportunity in the industry leader and UID 2.0 creator, The Trade Desk (TTD). I see a buying opportunity in the sell-side leader, PubMatic (PUBM). I see a buying opportunity in connected TV advertising leader Magnite (MGNI), and the company turning into the data backbone of this industry, LiveRamp (RAMP). I also see a buying opportunity in the best turnaround story in data-driven advertising, Criteo (CRTO). All five of those AdTech stocks will soar over the next 12 to 24 months as the cookie crisis becomes old news. But one of them will soar far, far more than the rest… And that's the one I put into my brand-new, venture-capital-style research platform, Innovation Investor – which is aimed at identifying, at early stages, the most innovative companies and explosive investment opportunities in the market. Once subscribed, you'll gain access to my complete Focused Portfolio, which includes stocks like the world's most exciting autonomous vehicle startup, a world-class "Digitainment" stock creating the building blocks of the metaverse, a company that we fully believe is a "Tesla-killer," and many more. To get the name, ticker symbol, and key business details of that single best ad tech stock to buy today for huge gains tomorrow, click here. You won't be sorry – this single stock could generate a lot of wealth in just the next 12 months. Sincerely, 
Luke Lango
Editor, Hypergrowth Investing On the date of publication, Luke Lango did not have (either directly or indirectly) any positions in the securities mentioned in this article. By uncovering early investments in hypergrowth industries, Luke Lango puts you on the ground-floor of world-changing megatrends. It's the theme of his premiere technology-focused service, Innovation Investor. To see Luke's entire lineup of innovative cutting-edge stocks, become a subscriber of Innovation Investor today. | 
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