Lots of very clever people have created brilliant businesses on the back of the internet revolution. 

Criteo is one of many that have built a business on the back of Google. That ad:tech players who have developed their unique tech to take advantage of 3rd party cookies for re-targeting have most to lose as Chrome announced ending access in 2022. As a result, Criteo's share price has crashed.

The thing is, clever people, don't usually become stupid. The news from Chrome isn't new, Safari has already done it,  so it will be interesting to see how companies such as Criteo pivot to meet these challenges.