LiveRamp or Die Hard

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As Google is expected to become the latest browser to phase out third party cookies, new companies are hoping to fill that $32-billion void. So: how does a company take advantage of new opportunities created by Big Tech's data empires? Without growing too big and potentially facing the same criticisms?

LiveRamp, which my colleague Ethan Wu described as "the biggest player in open web ad targeting" is getting a little sampling of navigating this space.

"... they are very aggressively rolling out things that are making it very hard to compete with them from a technology perspective,” conceded Ana Milicevic, principal at ad-tech consultancy Sparrow Advisers.

Here's a full look at how LiveRamp is navigating the opportunity and how it looks to differentiate itself.

In other news:

Fun Fact: A virtual beer festival drew about 4 million views across social channels (as of Monday).

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The results were mixed, with some categories seeking spikes while others slid.

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