The Trade Desk, Inc. ( TTD ) stock is trading lower Wednesday. The technology company, among other companies in the ad tech industry, may be reacting to Google ( GOOG )‘s decision to keep third-party cookies.

What To Know: In 2020, Google ( GOOG ) initially stated it would stop using third-party cookies by early 2022, as soon as it could launch a new solution to address the needs of users and advertisers, according to CNBC.

In order to find a solution, Google ( GOOG ) launched the Privacy Sandbox initiative. A part of the Privacy Sandbox initiative was to place users into, “Federated Learning of Cohorts” which would group users based on browsing behavior. This would mean that only cohort IDs would be used to target them compared to individual user IDs.

Then, Google ( GOOG ) pushed back the timeline to cancel third-party cookies in 2021 and in 2022. In a blog post on Monday, Google ( GOOG ) announced its decision to keep third-party cookies after receiving feedback from a variety of agencies, advertisers and publishers.

“Early testing from ad tech companies, including Google ( GOOG ), has indicated that the Privacy Sandbox APIs have the potential to achieve these outcomes. And we expect that overall performance using Privacy Sandbox APIs will improve over time as industry adoption increases,” said Anthony Chavez, vice president of the Privacy Sandbox at Google ( GOOG ).

“At the same time, we recognize this transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising.”

The vice president then explained Google’s new approach to keep third-party cookies but allow users to, “make an informed choice that applies across their web browsing.”

Related Link: Microsoft, Lumen Collaborate On AI-Driven Datacenter Expansion

TTD Price Action: At the time of publication, The Trade Desk ( TTD ) stock is down 8.49% at $92.33, according to data from Benzinga Pro.

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