Scott Howe
Analyst · Benchmark. Please go ahead.
Yes, it's a great question. And I talked about PAIR and cookie deprecation in my prepared remarks from more of a LiveRamp perspective. So let me add kind of that customer view, which is what you are talking about. I think it's a great question. You know, all of our existing customers have been using ATS and RampID for some time now, so there's really no impact for them. You know, and I think Google delayed enough that by the time they made the announcement, with our clients, it was a little bit of a yawn. They kind of read beneath the lines and they said, well, Google's still going to get to the same place, but rather than brute force the industry, they're going to do it through the browser settings, and users are going to have the choice and get to the same place anyway. And so, not a whole lot of concern expressed by our clients. And I’d say, for prospective customers who tend to probably rely more heavily on cookies, we are hearing the same thing, that they think the puck is still going to be shot to the same place, it just will take a little bit longer. And so, yes, maybe the urgency has died down a little bit with them because there's not this kind of forcing function. But what's really going to happen here is the forcing function won't be Google's timeline, it will actually be the economics. And so go back to 50% of display is cookieless already. And so, if you are not using authentication, then you are not reaching Safari, Firefox, and Edge users who probably have been consuming a lot less targeted messaging, so their response rates are going to be better. And Safari's demographics are better, too. They tend to be more valuable customers. So, you don't want to miss out on that. Second, most of our major marketers and prospects are doing heavy television as well. If you are doing a heavy television, then you are probably doing streaming. You're doing CTV. I mean, how many of us have even watched the Olympics over network television? Like literally five minutes before this call, I was watching the men's 400 meter on streaming, that happened like an hour ago. That's how people are consuming content. And if you want to advertise on that kind of content, then you have to use authentication. And so, I think the market forces are what is going to drive this over time, but we'll do our part to accelerate that simply by pulling together case studies, holding webinars and doing evangelization with Google and with others to ensure that people have visibility into the lift that they can realize.