RTTNews | Jun 24, 2021 12:13PM EDT

12:13 Thursday, June 24, 2021 (RTTNews.com) - Shares of ad technology company The Trade Desk, Inc. (TTD) are 17 percent higher on Thursday's trading on news that Google will be delaying its proposed plans to phase out third-party cookies, which track users across the web. Google now plans to phase out the cookies on its Chrome browser over a period of three months ending in late 2023 while it had earlier planned for early 2022.

The company had earlier announced that it would stop supporting user-tracking technology called third-party cookies as it was under pressure from privacy regulators and advocates. The cookies are used by advertising companies to track individuals' and target ads. TTD is currently trading at $76.40, up $11.08 or 17% on the NASDAQ. The stock has traded between $38.85 and $97.28 during the past 52 weeks.

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