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Tim and Chris Vanderhook, CEO and COO of Viant Technology, discuss CTV growth and Direct Access.

Industry experts, including CMO of Viant Technology, Jon Schulz, weigh in on Google’s reversal of its long-standing plan to deprecate cookies: “This reversal on cookie deprecation largely changes nothing…Cookie-based attribution had been the currency for years and drove a majority of advertiser spend, but modern marketers have turned the corner and recognize that contribution means far more than attribution.”

Jon Schulz, CMO of Viant Technology, weighs in on Google’s cookie deprecation pause: “Viant has estimated that less than 10% of total ad spend across our platform utilizes cookies today, which is indicative of an industry that has already moved on. The increasing importance of new channels such as CTV, which never relied on third-party cookies, has only expedited their diminishing utility. Ultimately, advertisers want contribution, not attribution, toward their real goals like return on ad spend.”

Most adtech stocks rose up following Google’s announcement to can its cookie plan, with Viant (+6.42%) among the big movers.

The news from Google sparked a flurry of reactions from the adtech space. For example, Jon Schulz, CMO at Viant, said: “This reversal on cookie deprecation largely changes nothing for an industry that has already moved beyond third-party cookies. The rapid growth of CTV and other cookieless channels is driving industry growth overall.”

Tim Vanderhook, CEO and Co-Founder of Viant Technology, shares how generative AI can unlock advanced data insights for clients without specialized skills.