The concern is that Google will block or otherwise impede third party cookies in some way.
Apple with Safari in September 2017 changed third party cookie policy to make it so third party cookies expire after 24 hours. A Trade Desk Cookie normally expires after 1 year.
Here is an article about the Safari thing.
https://www.theverge.com/2017/9/14/16308138/apple-safari-11-…
And as Dreamer identified it was a big “meh” for TTD. From Jeff Green’s prepared remarks for Q3 2017.
http://investors.thetradedesk.com/static-files/468e8afa-3dd5…
As we continue to expand globally, we’ve been watching carefully what impact Apple’s Intelligent Tracking is having on our business. Since its launch in September, we have seen no impact in our mobile spend as a result of Apple’s Intelligent Tracking Prevention. In fact, although it has always been a very small portion of spend on our platform, we actually saw desktop Safari INCREASE during the month of October, the first full month of ITP implementation.
Completely blocking third parties is always a possibility and is a threat identied in their S-1. But the internet you’re used to would behave differently and would be a different experience.
Reading the prepared remarks from 2017 is interesting as it relates to a lot of what we are talking about and how about 1.5 years later much of what he was saying there is baring out.
Darth