Shares of Trade Desk (TTD), Magnite (MGNI) and Criteo (CRTO) are in the spotlight on Wednesday following an Insider report saying that Google (GOOGL) will further delay its plan to kill off third-party tracking cookies in its Chrome browser until at least 2024. This is not the first time Google has extended its self-imposed deadline to deprecate third-cookies in the company’s web browser. Last year, Google said it was pushing out the deadline until late 2023 from its original January 2022 date.

DEADLINE PUSHED OUT AGAIN: Google is further delaying its plan to kill off third-party tracking cookies in its Chrome browser, according to a news report by Business Insider’s Lara O’Reilly and Ryan Joe, citing people familiar with the matter. The cookie phase out is now not expected to start until 2024. The timeline extension is designed to give the industry more time to test cookieless alternatives, the authors noted.

Google had originally said it would end support for third-party cookies in Chrome “within two years” in 2020, but has since extended the deadline twice to allow more time for advertisers and publishers to being formal testing of the new cookieless technologies proposed in Google's "Privacy Sandbox" initiative, sources said.

This comes as companies in the ad industry are also faced with an ad spending downturn, inflation, and supply-chain issues. Meanwhile, Apple's (AAPL) recent privacy changes has also made it more difficult to target and measure ads on iOS devices.

PRICE ACTION: In Wednesday trading, shares of Trade Desk and Criteo have jumped over 6% to $45.42 and $24.30, respectively, while Magnite’s stock has gained almost 4% to $7.88.