Bango PLC (LON:BGO), YouGov PLC (LON:YOU) and other third-party data providers are likely to be among the main beneficiaries of Google's decision to discontinue the use of third-party tracking cookies on its Chrome internet browser as well as a similar move by Apple Inc (NASDAQ:AAPL) to remove automatic tracking on its iOS operating software, according to analysts at Liberum. In a note on Wednesday, the broker said the decision by the tech giants will “force brands previously dependent on targeted advertising via exchanges to reassess their media strategy”, resulting in increased use of both first and third-party data for targeted marketing campaigns.
Bango and YouGov likely winners from end of third-party cookies, says broker