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Subject:  Re: Magnite Making Its Move Date:  11/25/2020  7:40 PM
Author:  sarksnz Number:  73751 of 77930

Hi all, thanks for the great thread on MGNI.

One thing that seems to be clouding the water (at least for me) is the impending "death of cookies" and Apples end of IDFA.

I watched this video ( which I think someone posted? Thanks if they did. In it, Jeff and Dave of TTD and Tom of MGNI talk about the future of programmatic advertising, and they're all behind the UID2 proposal, and seemingly a) pretty enthusiastic about UID2, b) pretty concerned about the timings of the changes, and c) repeatedly stating how this changes the whole of internet advertising.

As far as I can tell, theres a long way to go before UID2 gets any real traction. The removal of 3rd-party cookies seems to be a monumental shift in how advertising is done on the internet, and as such has the potential to have a significant detrimental impact on ad businesses like MGNI and TTD.

Perhaps TTD is more impacted because of the demand-side nature of their business. Maybe MGNI is less impacted? But even still, it seems a significant risk to MGNI.

However... the market doesn't seem to care much, which means I'm missing something. Can anyone clarify why they're not concerned about the death of cookies, IDFA etc re: MGNI?

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