Why some adtech companies are soaring even as the end of cookies threatens to crush the industry

• Adtech firms like AppLovin and PubMatic recently reported positive earnings.
• Their growth shows how adtech firms are racing into new areas like retail media and streaming TV.
• But Google’s decision to kill third-party cookies by the end of 2024 is looming.

There’s a lot of doom and gloom in the digital ad industry, but a handful of adtech firms are showing surprising growth.