big 4 internet companies

Largest internet companies by market cap

This is the list of the largest internet companies by market capitalization. Only the top internet companies are shown in this list and internet companies that are not publicly traded are excluded. The ranking and the market cap data shown on this page are updated daily.

What is the market capitalization of a company?

The market capitalization sometimes referred as Marketcap, is the value of a publicly listed company. In most cases it can be easily calculated by multiplying the share price with the amount of outstanding shares.

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How four companies took over the Internet

There are four tech companies controlling the industry's direction: Apple, Google, Amazon and Facebook. Will they still be ruling the tech field in a decade?

"At least three have established very deep moats," meaning that it's almost impossible for newer rivals to overtake them, Internet analyst Mark Mahaney ( formerly of Citigroup ) said Sunday during a panel discussion at the Techonomy conference in Tucson, Ariz. "Probably Apple, too."

Google ( GOOG ) and Facebook ( FB ) have the richest data sets on their users, but Amazon's data graph is probably the most valuable, Mahaney believes, because it tracks where customers are actually spending their money.

Apple ( AAPL ) -- the company with the highest market capitalization in the world -- has the hardest position to defend, several of the panelists said. It can't maintain its stratospheric growth without constantly pulling new rabbits out of its hat, and rivals like Samsung are chipping away at its market.

"Apple to me is the most vulnerable," said Alec Ellison, the head of investment bank Jefferies' technology practice. "It has to maintain this innovation edge."

Streaming video is shaping up to be one of the fiercest battlegrounds. Apple's long-rumored iTV could be its next game-changing breakthrough, but the cable companies are pushing back hard -- and Amazon ( AMZN ) and Google are also in the hunt.

Live sports and premium scripted programs are the video Holy Grail, according to Nielsen executive Steve Hasker. Whoever gets access to them gains a huge strategic advantage.

Which brings us to the industry's dark horse: Microsoft ( MSFT ) .

Microsoft has been left out of discussions of the Internet's Big Four because it dominates in the enterprise, not the home. Consumers don't have the same deep engagement with Microsoft's products as they do with their Facebook page or their iPhone. But Microsoft is finally, belatedly, trying to claw its way in.

It cannonballed into the gadget market with Surface, and it's using Windows 8 as a "one platform" link to tighten the ties between products in its vast lineup. Microsoft is quietly striking content deals that morph Xbox from a video-game console into a home entertainment hub -- one that could go head-to-head with Apple .

"We share Microsoft's excitement about Xbox," Nielsen's Hasker said. "Can they segue to own the consumer across all kinds of different experiences? That to us looks like the most interesting piece of real estate they have in the home."

Microsoft has another advantage: It's no longer in the U.S. government's crosshairs. Microsoft's consent degree -- the set of restrictions that emerged from its bruising late-'90s antitrust battle -- expired last year .

Google has taken Microsoft's place as the antitrust lightning rod. The Department of Justice is preparing what looks like a sweeping case against the company , which could end up curbing some of Google's expansion plans. Apple, too, has faced some antitrust rumblings , while Facebook risks getting smacked down for its caviler privacy practices.

Even with those threats, Techonomy's panelists agreed that it's hard to see any of the current big four losing its leadership spot. But they also acknowledged that predicting the future of tech is a fool's game.

A decade ago, Mark Zuckerberg hadn't yet dreamed up a little venture called Facebook.

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Market capitalization of the largest U.S. internet companies 2024

Amazon's position in the market

Google and its most profitable services, market capitalization of the largest u.s. internet companies as of february 2024 (in billion u.s. dollars).

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The 25 Largest Internet Companies In The World

Google is the second largest internet company whose main activity is internet search engine operation.

From the start of the industrial revolution, the top companies the world have been brick and mortar companies in various industries from the mining industry to the real estate industry. However, this changed after the invention of the internet. Now among the largest companies in the world are internet companies which lead in inventory, revenue generated, and the number of employees. Internet companies are organizations that engage on business on the internet and may exclude information technology companies or the internet service providers.

The Largest Internet Companies In The World

Amazon, also known as Amazon.com is an e-commerce company. With over $107 billion in sales in 2015, Amazon is the largest online retail company in the world. Founded in 1994 by Jeff Bezos, currently its headquarters is in Seattle, Washington. Amazon has a global footprint with affiliate websites worldwide. This made it surpass Wal-Mart in market capitalization of $329.7 billion in 2015. Amazon boasts of being the biggest employer of all the internet companies and a workforce 268,908 people in 2015 and generated revenues of $70 billion.

Google is perhaps the most well-known of internet companies. Its main activity is internet search engine operation. However, it has interests in other fields such as in social media (Google Plus) and Cloud data storage (Google Drive). It is headquartered in Mountain View, California, USA. Google was founded by two university students, Larry Page and Sergey Brin from Stanford University in 1996. The idea was a modification of existing search engines at the time which was initially known as PageRank. In its early stages, it was run from a friend’s garage. Google now has around 61,814 employees and annual revenue of $74.98 billion. It has market capitalization of $493.2 billion.

eBay is an ecommerce company which was founded in 1995 by a computer programmer named Pierre Omidyar. Located in San Jose, California, it has seen its revenue reach $8.59 billion and a labor force consisting of 34,600 people. eBay has its revenue streams diversified through numerous acquisitions in other fields. PayPal, an online money processing company is a notable example which constituted 44% of its revenue before it went public. Market capitalization of eBay in 2015 was $26.98 billion.

Facebook is the largest social media company in the world. With over one billion users, Facebook has seen its revenue reach $17.93 billion. Mark Zuckerberg founded it while a student at Harvard University. Located in Menlo Park, California Facebook has employed more than 12,641 people into its labor force. In 2012, Facebook had its IPO which made its value grow tremendously to reach a market capitalization of more than $25 billion. In 2014, Facebook acquired Whatsapp, a mobile message company for about $19 billion.

Alibaba is the biggest e-commerce company is Asia and has more than a billion users worldwide. Alibaba was founded by Jack Ma in 1999 and has its headquarters in Hangzhou, China. Alibaba has two major portals that run under it, Alibaba and Aliexpress. Alibaba is majorly for wholesale transactions while Aliexpress handles retail transactions. In 2015 Alibaba was valued at $202 billion with over $500 billion in sales. With over 26,000 employees, Alibaba has seen unprecedented sales in China including November, 2015 Singles Day when more than $17.7 billion in sales was realized.

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What Are the Big Four Accounting Firms?

The Big Four are the four largest global accounting firms—Deloitte, Ernst & Young (EY), PricewaterhouseCoopers (PwC), and Klynveld Peat Marwick Goerdeler (KPMG), as measured by revenue.

Aside from auditing services, the Big Four offer tax, strategy and management consulting, valuation, market research , assurance, and legal advisory services. They are the leading source of tax law interpretation and experts on changes in accounting and auditing standards.

The Big Four also offer digital transformation consulting to serve the needs of companies in the digital age.

Key Takeaways

The "Big Four" refers to the four largest accounting firms in the U.S.
The largest accounting firms used to comprise the "Big Eight," but mergers and closures have reduced the number of top-tier companies.
These four firms audit the financial statements for the vast majority of publicly held companies.
In addition to their auditing services, the Big Four provide tax, consulting, valuation, market research, assurance, and legal advisory services.
Jobs at the Big Four firms are highly competitive and difficult to get; the busy season is often more strenuous compared to other public accounting firms.

Through industry consolidation that began in 1989, what used to be the Big Eight has become the Big Four today. The eight, in alphabetical order, were Arthur Andersen, Arthur Young, Coopers & Lybrand, Deloitte Haskin & Sells, Ernst & Whinney, Peat Marwick Mitchell, Price Waterhouse, and Touche Ross—all U.S. or U.K. entities.

Arthur Young combined with Ernst & Whinney, while Deloitte Haskin & Sells merged with Touche Ross to reduce the group count to six. Then, Price Waterhouse and Coopers & Lybrand merged their practices, making a total of five. Following the collapse of Arthur Andersen, due to its proven culpability in the Enron scandal, the five became the present-day four.

The Big Four consulting firms perform most of the auditing work for some of the largest public companies in the world. In fact, the vast majority of Fortune 500 companies have their financial statements audited by one of the Big Four.

Big Four clients include such corporate powerhouses as Berkshire Hathaway, Ford Motor Co., Apple, Exxon Mobil, and Amazon. According to a 2018 report by the CFA Institute , 30% of the S&P 500 was audited by PwC, 31% by EY, 20% by Deloitte, and 19% by KPMG. In 2022, the Big Four continued to provide SEC audits to a large majority of publicly held companies.

With 360-degree views of companies and industries, the Big Four are authorities in the accounting industry. They have extensive recruiting and training programs for fresh graduates and offer prized conduits for tax and consulting professionals to and from various industrial sectors.

Each Big Four firm is a composition of individual professional services networks rather than a single firm. Each of these networks is owned and managed independently, having entered into agreements with other member firms to share the same name, brand, and standards.

Deloitte LLP

The largest of the Big Four, Deloitte's workforce grew to over 457,000 employees during their 2023 fiscal year. The company's annual revenue was $64.9 billion. It exceeded $50 billion in revenue for the first time in 2021, growing 5.5% from prior-year revenue. Worldwide, Deloitte operates in 150 countries.

In 2023, PwC reported an annual revenue of $53.1 billion, the second-highest amount for Big Four firms, up 9.9% (in its local currency) from the previous year. Revenue in the United States increased 5.6% from 2022. PwC also added 36,000 more jobs during the year, boosting its workforce to more than 364,000 in 152 countries.

It also made a $3.7 billion investment in talent and business acquisitions to grow its expertise in cloud and technology consulting and scale its artificial intelligence capabilities.

During its fiscal year 2023 (ending in June), Ernst & Young reported roughly $49.9 billion of company-wide revenue, an increase of 14.2% from the year prior. According to EY's media relations director, Rachel Lloyd, this marks one of the firm's most successful in its history.

EY announced a $10 billion, three-year investment in company expansion in an attempt to reach more clients and more successfully navigate their needs in 2021. This investment activity continued through 2023, seeing the company roll out an artificial intelligence platform and an AI assistant with a language model capable of conversing with users to assist with creating ideas and research.

At the end of fiscal year 2021, EY reported having 395,442 on staff. The firm operates in 150 countries.

In its fiscal year 2023, KPMG reported the equivalent of $36 billion of revenue with strong growth across multiple divisions. KPMG employs over 273,000 individuals across the world. It has an office in every state across the U.S. and operates in 143 countries.

Arthur Andersen and Enron

In 2002, "Big Eight" firm Arthur Andersen was discovered to have shredded documentation in an effort to hide Enron's falsified financial numbers. One of the largest and most reputable firms at the time, it ultimately collapsed due to the scandal.

Criticism of the Big Four

The Big Four is not without its critics. Despite all their resources and inside access to companies, these giants have not been the ones to uncover massive frauds perpetrated by clients that have caused pain for shareholders and investors. For example, Enron and Worldcom were exposed by forensic accounting experts, not their accounting firms.

Critics say that these accounting firms do not want to ask tough questions of their paying clients or assiduously investigate something suspicious on their books. That would be tantamount to biting the hand that feeds you.

Salaries at the Big Four

While salaries change with time and economic circumstances, here are some average annual U.S. salaries for various positions at each of the Big Four accounting firms, as reported by Indeed.com.

Tax Analyst: $72,176
Accountant: $70,691
Certified Public Accountant: $88,300
Auditor: $76,637
Business Analyst: $84,836
Cybersecurity Analyst: $94,077
Source: Indeed.com
Tax Analyst: $74,041
Accountant: $62,737
Certified Public Accountant: $90,380
Auditor: $77,573
Business Analyst: $68,049
Cybersecurity Analyst: $96,000
Tax Analyst: $47,425
Accountant: $85,478
Certified Public Accountant: $80,641
Auditor: $74,117
Business Analyst: $64,295
Cybersecurity Analyst: $88,172
Tax Analyst: $76,509
Accountant: $80,896
Certified Public Accountant: $84,066
Auditor: $67,216
Business Analyst: $40,431
IT Security Specialist: $114,678

What Is the Biggest Big Four Accounting Company?

With $64.9 billion of revenue earned during its 2023 fiscal year, Deloitte is the largest of the Big Four firms.

What Services Do Big Four Companies Provide?

Each Big Four company has a diverse staff armed with varying levels of expertise to meet their client's needs. In general, Big Four firms all provide audit, assurance, consulting, financial advisory, risk management, and tax compliance services. Each firm also assists with mergers, acquisitions, corporate restructurings, and forensic accounting.

What Is Busy Season Like at a Big Four Company?

The busy season typically means long hours of auditing or tax compliance work to meet reporting deadlines for clients. Big Four employees often work much longer hours during the busy season, sometimes doubling the hours worked during the off season. The busy season typically begins at the start of the calendar year with many reports and returns due between January and April. Big Four firms are also busy during periods relating to companies' quarterly reporting.

The Big Four refers to the four largest accounting firms in the U.S. While they employ a significant number of people, these firms also have their critics. Primarily, people criticize them for not asking clients the tough questions necessary to uncover fraud.

U.S. Government. " Public Accounting Firms: Mandated Study on Consolidation and Competition (30-JUL-03, GAO-03-864) ."

CFA Institute. " New Public Company Auditor Disclosures ."

CFO. " The Big Four Continue to Dominate Auditing: Weekly Stat. "

Deloitte. " Deloitte Reports Record FY2023 Revenue ."

Deloitte. " Deloitte Ranked 6th on World’s Best Workplaces 2023 ."

PWC. " PwC Global Revenues Rise to Record US$53.1 Billion ."

Ernst & Young. " EY Reports Global Revenues of Just Under US$50b ."

EY. " Our Locations ."

KPMG. " KPMG Global FY2023 Revenues Grow to US$36 Billion with Continues Investment in Technology, Talent and ESG ."

KPMG. " Who We Are. "

U.S. Government Printing Office. " Destruction of Enron-Related Documents by Andersen Personnel ."

U.S. Securities and Exchange Commission. " Report of Investigation by the Special Investigative Committee of the Board of Directors of Worldcom, Inc. ," Pages 1-4, 274, and 279.

Harvard Business Review. " Why Good Accountants Do Bad Audits ."

Indeed. " Deloitte Salaries: How Much Does Deloitte Pay? " Search for job titles in the job title search box.

Indeed. " PwC Salaries: How Much Does PwC Pay? " Search for job titles in the job title search box

Indeed. " EY Salaries: How Much Does EY Pay? " Search for job titles in the job title search box

Indeed. " KPMG Salaries: How Much Does KPMG Pay? " Search for job titles in the job title search box.

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Posted Apr 1, 2024

At 1:40 PM UTC

That’s because LLMs need really good data to train off of, and while the internet has a lot of data, it also has a lot of the Livejournal posts I wrote in 2003 that no one should be training anything they want to be coherent on.

This Wall Street Journal piece explores the way AI companies on beginning to reckon with a potential shortage of data to train on. Apparently it could mean a lot fewer “do anything” enormous LLMs and a lot more models trained for specific tasks on specific data sets. The people using LLMs trained on my Livejournal probably appreciate that.

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The 10 Coolest IoT Networking And Connectivity Companies: The 2024 Internet Of Things 50

As part of CRN’s 2024 Internet Of Things 50 list, here are the 10 coolest IoT networking connectivity companies that are offering innovative connectivity options to help devices connect to networks, communicate, and share their valuable data to various business systems.

With global IoT spending expected to continue growing for the years to come,

Global IoT spending is expected to continue growing for the years to come, and that means good news for those who are in the business of connecting devices to a variety of network types.

According to research firm IoT Analytics, “the number of global IoT connections grew by 18 percent in 2022 to 14.3 billion active IoT endpoints,” and it was expected to grow an additional 16 percent to 16.7 billion active endpoints by the end of last year.

This growth is expected for “many years to come,” the firm said in a report from last year.

According to one executive at an IoT-focused solution provider, one source of growth for IoT connections are old industrial computers and systems, things like programmable logic controllers that are used for automating manufacturing workflows.

“Where I still see a lot of work and a lot of effort and a lot of focus is connecting brownfield assets to the cloud,” said Joseph Zaloker, head of business development and global alliances at Miami, Fla.-based solution provider Klika Tech.

For the 2024 Internet of Things 50 , CRN picked the coolest and most noteworthy vendors are innovating and making big moves within the networking and connectivity space. What follows are descriptions of each company, which range from Aeris and AT&T to Vodafone and HPE Aruba.

Chairman, President, CEO

Businesses with complex global cellular deployments are the target audience of Aeris’ brand of secure IoT software offerings. The San Jose, Calif.-based company’s specialties include connected vehicles and smart monitoring of energy assets, but it positions its platform as a way to reduce supply chain costs and operational complexity through connectivity management and security controls.

John Stankey

AT&T has been opening up its network through APIs, allowing developers to access more capabilities with less network expertise and the ability to layer more intelligence on top of streetlights, automation tools, security devices and other wares. The Dallas-based telecommunications giant also has worked on expanding 5G use in areas such as public safety with FirstNet Authority and wellness monitoring with its Navigil partnership.

Cisco Systems

Chuck Robbins

Cisco’s work on advancing IoT extends from cars to manufacturing and more, partnering with companies including Telus and Dish Wireless to increase 5G access and rolling out new offerings to improve device management. One of those new offerings coming this summer from the San Jose, Calif.-based networking giant is the Constrained Application Protocol Simple Management Protocol, which will be publicly available with a fully functional device agent and companion release of Cisco Field Network Director.

Comcast Business

Ed Zimmermann

Some of Comcast’s biggest recent IoT advancements come from its MachineQ business unit, which has launched offerings aimed at the hospitality industry and asset utilization. The Philadelphia-based telecommunications powerhouse and its MachineQ unit have marketed the hospitality offerings as ways to manage early water leak detection and bedbug and pest control. The asset utilization offering aimed at life sciences companies can help with gauging frequency of lab equipment use for environmental and cost savings.

Chairman, CEO

Fleets of trucks, cargo and supply chain logistics are just some use cases for this end-to-end IoT provider. Guildford, U.K.-based Eseye says its SIM users can switch connectivity among multiple networks to get near-100-percent reliability. And the company’s Infinity IoT connectivity management platform aims to simplify SIM control, network switching, visibility and reporting.

HPE Aruba Networking

Phil Mottram

The Edge Services Platform from HPE Aruba Networking seeks to unify IT operations across IoT networks as well as data centers, branches, campuses and other environments—with options for orchestrating in the cloud or on-premises. The San Jose, Calif.- based company recently unveiled the Aruba Instant On AP22D Wi-Fi 6 access point and Aruba Instant On 1960 stackable switch with 2.5-GB port capacity to improve IoT device network performance for SMBs.

Perle Systems

Founder, CEO

Perle Systems has expanded opportunities for its switches through its new IDS-710CT industrial managed Ethernet switches with fiber and IDS-100HP Power over Ethernet switches. The Markham, Ontario-based company positions its IDS-710CT switches as withstanding extreme temperatures, surges, vibration and shock in small spaces. The IDS-100HP supports pan-tilt-zoom cameras and other devices that take a lot of power while leveraging features to prevent packet loss and manage resource efficiency.

Ken Tamagawa

Soracom promises automatic connection across multiple carriers with its offerings, allowing connected devices more options for failover during service outages or drops. The vendor, with U.S. headquarters in Bellevue, Wash., continues to expand its partner ecosystem, inking recent deals with Suzuki and UScellular to expand IoT collaboration.

Hans Vestberg

Fleet management, connected commerce and smart cities are just some of the use cases for this telecommunications giant’s IoT platforms. The New York-based company’s advancements in the space include the introduction of a global wireless IoT platform for managing devices across international borders from a central location, with native connection through an embedded subscriber identity module and roaming capabilities.

Margherita Della Valle

Vodafone connects more than 150 million devices worldwide through Narrowband IoT, Cellular Vehicle To Everything and other standout network technologies. The Berkshire, U.K.-based company this year unveiled its HyperRealityHub extended reality glasses and signed a 10-year partnership with Microsoft to spread the use of IoT, generative AI, cloud and other technologies worldwide.

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Some of the Most Popular Websites Share Your Data With Over 1,500 Companies

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Everywhere you go online, you’re being tracked. Almost every time you visit a website, trackers gather data about your browsing and funnel it back into targeted advertising systems , which build up detailed profiles about your interests and make big profits in the process. In some places, you’re tracked more than others.

In a little-noticed change at the end of last year, thousands of websites started being more transparent about how many companies your data is being shared with. In November, those infuriating cookie pop-ups —which ask your permission to collect and share data—began sharing how many advertising “partners” each website is working with, giving a further glimpse of the sprawling advertising ecosystem. For many sites, it’s not pretty.

A WIRED analysis of the top 10,000 most popular websites shows that dozens of sites say they are sharing data with more than 1,000 companies, while thousands of other websites are sharing data with hundreds of firms. Quiz and puzzle website JetPunk tops the pile, listing 1,809 “partners” that may collect personal information, including “browsing behavior or unique IDs.”

More than 20 websites from publisher Dotdash Meredith—including Investopedia.com, People.com, and Allrecipes.com—all say they can share data with 1,609 partners. The newspaper The Daily Mail lists 1,207 partners, while internet speed-monitoring firm Speedtest.net, online medical publisher WebMD, and media outlets Reuters, ESPN, and BuzzFeed all state they can share data with 809 companies. (WIRED, for context, lists 164 partners.) These hundreds of advertising partners include dozens of firms most people have likely never heard of.

“You can always assume all of them are first going to try and disambiguate who you are,” says Midas Nouwens , an associate professor at Aarhus University in Denmark, who has previously built tools to automatically opt out of tracking by cookie pop-ups and helped with the website analysis. The data collected can vary by website, and the cookie pop-ups allow some control over what can be gathered; however, the information can include IP addresses, fingerprinting of devices , and various identifiers. “Once they know that, they might add you to different data sets, or use it for enrichment later when you go to a different site,” Nouwens says.

The online advertising world is a messy, murky space , which can involve networks of companies building profiles of people with the aim of showing you tailored ads the second you open a webpage. For years, strong privacy laws in Europe, such as the GDPR, have resulted in websites showing cookie consent pop-ups that ask for permission to store cookies that collect data on your device. In recent years, studies have shown that cookie pop-ups have included dark patterns , disregarded people’s choices , and are ignored by people. “Every single person we’ve ever observed in user testing doesn't read any of this. They find the fastest way they can to close it out,” says Peter Dolanjski, a product director at privacy-focused search engine and browser DuckDuckGo . “So they end up in a worse privacy state.”

For the website analysis, Nouwens scraped the 10,000 most popular websites and analyzed whether the collected pop-ups mentioned partners and, if so, the number they disclosed. WIRED manually verified all the websites mentioned in this story, visiting each to confirm the number of partners they displayed. We looked at the highest total number of partners within the whole data set, and the highest number of partners for the top 1,000 most popular websites. The process, which is only a snapshot of how websites share data, provides one view of the complex ecosystem. The results can vary depending on where in the world someone visits a website from.

It also only includes websites using just one system to display cookie pop-ups. Many of the world’s biggest websites—think Google, Facebook, and TikTok—use their own cookie pop-ups. However, thousands of websites, including publishers and retailers, use third-party technology, made by consent management platforms (CMPs), to show the pop-ups. These pop-ups largely follow standards from the marketing and advertising group IAB Europe, which details the information that should be included in the cookie pop-ups.

Kate O'Flaherty

In November 2023 , IAB Europe updated its Transparency and Consent Framework , in response to rulings saying it didn’t comply with Europe’s GDPR , to include the provision that companies should disclose how many partners they're sharing user data with on the first pages of their websites. Townsend Feehan, the CEO of IAB Europe, says the update “includes a number of meaningful iterations,” which provide people with more information about what data may be shared and include changes such as making a “reject all” option prominently available. “The addition of the number of vendors corresponds to a recommendation made by the CNIL [the French data privacy regulator] and is meant to help end-users to have a reasonable expectation, before they even access the secondary layer of the CMP, of how many vendors feature on the transparency pop-up,” Feehan says.

However, adding the number of companies data is shared with becomes meaningless if the number is too large, Nouwens says. “If it’s anything more than five, or maybe 10, it becomes untenable,” the researcher adds. “That's still too many for anybody to really form an opinion on considering how opaque and complex this whole data processing pipeline is.”

While individual websites may say data can be shared with hundreds of third-party companies, they may not be doing it directly themselves—the owner of one tracker may ultimately share that data with other advertising companies. The majority of websites contacted for this story did not respond to a request for comment about their data sharing; however, those that did showed the complexity of the advertising industry.

A BuzzFeed spokesperson says they approved all of the IAB’s list of vendors , resulting in 809 partners being shown, but the spokesperson says, in reality, the number of partners it works with is 220. Paul Evans, managing director at news discovery platform NewsNow , says that it only has “direct relationships with a handful” of advertising exchanges, and its 1,298 disclosed figure is the total of the partners those firms work with.

“We have limited insight into, and ability to influence, their operations, terms of business, or the partners they choose to work with,” Evans says, also pointing toward Google’s long-running aim to remove third-party cookies from its Chrome browser later this year. “We expect the technical opportunities for our ad exchanges’ partners to process our users’ data (even with our users' consent) will decrease, while the ease with which our users can deny consent will increase,” Evans says.

While the disclosures may not provide as much transparency as intended, it’s also possible to analyze the number of trackers that are directly placed on websites. DuckDuckGo keeps a record of the companies that have the biggest tracking footprint across the web . For example, while WebMD and ESPN disclose 809 partners on their cookie pop-ups, DuckDuckGo’s data shows there are 96 and 33 trackers present on their websites when they were scanned. Among the most common trackers, Google has its technology on 79 percent of websites, while those from five other companies are on more than 20 percent of websites.

“For the end user, the reality is, there is a myriad of tracking that happens, there’s a myriad of techniques through which it happens,” DuckDuckGo’s Dolanjski says. Using a privacy browser , making your searches private , and adopting a few basic practices can help keep you more private online .

April Fools' Day: Corporate larks can become no laughing matter. Ask Google and Volkswagen

April fools: companies and brands may feel like they are missing out when they don't pull pranks on april 1. but a bad gag can become a gaffe that lasts much longer. ask google, tesla and volkswagen..

April Fools' Day seems like the perfect time for pranks. For big-name brands, the holiday presents an opportunity to have some fun – or to tarnish their image.

Still, companies often feel compelled to make their own mark on the day despite infamous instances where April Fools' fakeries have flopped – or worse, backfired.

April Fools' Day can give companies and brands an "opportunity to connect with their customers through humor – a great way to show your brand’s personality and fun side. And if done well, it can create a very memorable moment for the brand," Rebecca Rosborough, global chief commercial officer for online brand management platform Frontify , told USA TODAY in the past .

"However, it is often hard to do it in a way that will resonate with everyone and not offend anyone," she said.

Most April Fools' Day announcements are harmless and simply result in the company or brand getting some attention. A 2022 example of one that did more, Rosborough said, was 7-Eleven's introduction of the Tiny Gulp, a serving of "just 0.7 ounces, it's the perfect little sip," the company said on social media.

"While the bit was clearly just for fun, it served to reinforce one of the brand’s iconic offerings," the Big Gulp, Rosborough said.

Not all April Fools' go so well. Here's a few examples.

Elon Musk: Telsa goes 'bankrupt'

Tesla faced a string of bad news including the March 2018 fatal crash involving a Model X SUV driver. It didn't help when Elon Musk tweeted about Tesla going bankrupt .

The prank "backfired immediately, causing the stock to drop 7%," Rosborough said. "And although he tried to inject humor in the way he phrased it, his 'Easter Eggs' pun wildly misfired."

What might Musk have planned for this year remains to be seen.

Last year, Tesla posted on X, the social network Musk bought in April 2022 when it was called Twitter , a 38-second crash test video in which the company's Cybertruck never actually crashed.

That led some who have been waiting for the vehicle to arrive to complain in comments, "Yeah, if you could stop teasing the Tesla community and I, that’d be great.”

Volkswagen gets a new name – not

Ahead of April Fools' Day 2021, German automaker Volkswagen published on its website what was thought to be a draft press release about plans to change the name of its American division to "Voltswagen," the swapping out of the "k" for a "t" as a commitment to electric vehicles.

While some Volkswagen officials in Germany were telling The Wall Street Journal the announcement was an early April Fools' Day joke, other officials maintained the change was legit. After the company's stock began to rise, and VW's communications teams and journalists wasted a lot of time, the company confessed the whole thing really was a joke.

Volkswagen's prank is an example of one that truly went too far, said Columbia Business School professor and corporate strategy expert Rita McGrath, who talked to USA TODAY in 2022 for a story about April Fools' pranks . "(It) was a mistake," she said.

The Taco Liberty Bell: April Fools' prank rang true, for awhile

Taco Bell cooked up an April Fools' surprise in 1996 running full-page advertisements in The Philadelphia Inquirer and other newspapers including The New York Times and USA TODAY about its purchase of the Liberty Bell – and renaming it "the Taco Liberty Bell" – to "help the national debt."

Members of Congress called the National Park Service to confirm the deal was not real, The Washington Post reported. The park service held an impromptu press conference to deny the deal, too. After Taco Bell admitted the whole thing was a hoax, the company offered to donate $50,000 towards preservation of the bell.

The hijinks paid off. The free publicity generated by the incident was worth $25 million in advertising and sales at Taco Bell increased by $500,000 and $600,000, on April 1 and April 2, compared to the prior week, according to the Chicago Tribune , which also ran the ad.

Google: April Fools' Day email 'Mic Drop'

Historically, Google had been an active participant in April Fools' pranks until the 2020 with the arrival of the COVID-19 pandemic, tech news site 9to5Google noted .

The company may have wished it hadn't introduced a new Gmail feature called the Mic Drop in 2016. The feature made "it easier to have the last word on any email," Google said, by adding a GIF of a yellow animated minion (from the animated "Despicable Me" and "Minion" movies) dropping a microphone.

But a bug added the Mic Drop to many emails unintentionally and it had to be turned off. "We love April Fools jokes at Google, and we regret that this joke missed the mark and disappointed you," the company said at the time .

Richard Branson's UFO landed ... with a thud for police

The billionaire and founder of The Virgin Group, who in 2021 got to travel into space , has enjoyed April Fools' pranks for years, too. His most famous one: the 1989 flying of a "UFO," actually a hot air balloon with flashing lights, over London.

Police were mobilized and the army had been alerted, Branson said in a blog post from 2021 . When it landed – the day before April Fools' Day because of weather, The Christian Science Monitor reported – a door opened and someone wearing an E.T. costume walked out. "The police surrounded us and then sent one lone policeman with his truncheon across the field to greet the alien," Branson wrote.

Initially, "the police didn’t see the funny side of it and threatened to arrest us for wasting their time," Branson wrote. "Thankfully, they soon joined in the fun and left with smiles on their faces."

Follow Mike Snider on X and Threads: @mikesnider & mikegsnider .

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Hamas Took Her, and Still Has Her Husband

The story of one family at the center of the war in gaza..

This transcript was created using speech recognition software. While it has been reviewed by human transcribers, it may contain errors. Please review the episode audio before quoting from this transcript and email [email protected] with any questions.

I can’t remember the word, but do you know the kind of fungi connection between trees in the forest? How do you call it?

Mycelium. We are just — I just somehow feel that we are connected by this kind of infinite web of mycelium. We are so bound together. And I don’t think we really realized that until all this happened.

[MUSIC PLAYING]

It’s quite hard to explain, to me in a sense, because some people would say, oh, I’m so hoping your father will come, and then everything will be OK. And it’s very hard to explain that really this group of people decided to bring us up together, shared all their resources over 75 years, grow into each other, fight endlessly with each other, love and hate each other but somehow stay together. And their children will then meet and marry and make grandchildren.

And there’s so many levels of connection. And I’m sitting here in the room, and I see their faces, some of them. And we are incredibly — it’s hard to explain how much these people are missing from our kind of forest ground. [CHUCKLES SOFTLY]

From “The New York Times,” I’m Sabrina Tavernise, and this is “The Daily.”

It’s been nearly six months since Hamas attacked Israel on October 7 and took more than 200 people into Gaza. One of the hardest hit places was a village called Nir Oz, near the border with Gaza. One quarter of its residents were either killed or taken hostage.

Yocheved Lifshitz was one of those hostages and so was her husband, Oded Lifshitz. Yocheved was eventually released. Oded was not.

Today, the story of one family at the center of the war.

It’s Friday, March 29.

OK, here we go. OK.

Good morning, Yocheved. Good morning, Sharone.

Good morning.

Yocheved, could you identify yourself for me, please? Tell me your name, your age and where you’re from.

[SPEAKING HEBREW]

OK, I’ll translate. My name is Yocheved Lifshitz. I’m 85 years old. I was born in 1938. When I was 18, I arrived at kibbutz Nir Oz. I came alone with a group of people who decided to come and form and build a community on a very sandy territory, which was close to the Gaza Strip.

And my name is Sharone Lifschitz. I am 52 years old. I was raised in kibbutz Nir Oz by my mom and dad. So I lived there until I was 20. And I live for the last 30-something years in London.

And, Sharone, what do you have next to you?

Next to me I have a poster of my dad in both English and Hebrew. And it says, “Oded Lifshitz, 83.” And below that it says, “Bring him home now.” And it’s a photo where I always feel the love because he is looking at me. And there’s a lot of love in it in his eyes.

And why did you want to bring him here today, Sharone?

Because he should be talking himself. He should be here and able to tell his story. And instead, I’m doing it on his behalf. It should have been a story of my mom and dad sitting here and telling their story.

The story of Oded and Yocheved began before they ever met in Poland in the 1930s. Anti-Semitism was surging in Europe, and their families decided to flee to Palestine — Yocheved’s in 1933, the year Hitler came to power, and Oded’s a year later. Yocheved remembers a time near the end of the war, when her father received news from back home in Poland. He was deeply religious, a cantor in a synagogue. And he gathered his family around him to share what he’d learned.

And he said, we don’t have a family anymore. They’ve all been murdered. And he explained to us why there is no God. If there was a God, he would have protected my family. And this means that there is no God.

And suddenly, we stopped going to synagogue. We used to go every Saturday.

So it was a deep crisis for him. The shock and the trauma were very deep.

Abstention.

Abstention. Soviet Union? Yes. Yes. The United Kingdom? Abstained.

Yocheved’s father lived long enough to see a state establish for his children. The UN resolution of 1947 paved the way for a new country for Jews. And the next spring, Israel declared its independence. Yocheved remembers listening to the news on the radio with her parents.

The General Assembly of the United Nations has made its decision on Palestine.

We had a country. So now we’ll have somebody who’s protecting us. It’s a country for the people, to rebuild the people. This was the feeling we had.

In other words, if God could not protect you, this nation maybe could?

Yes. But the next day, it was already sad.

Israel was immediately forced to defend itself when its Arab neighbors attacked. Israel won that war. But its victory came at a great cost to the Palestinian Arabs living there. More than 700,000 either fled or were expelled from their homes. Many became refugees in Gaza in the south.

Suddenly, Yocheved and Oded saw themselves differently from their parents, not as minorities in someone else’s country, but as pioneers in a country of their own, ready to build it and defend it. They moved to the south, near the border line with Gaza. It was there, in a kibbutz, where they met for the first time.

The first time I met him, he was 16, and I was 17. And we didn’t really have this connection happening. But when we arrived at Nir Oz, that’s where some sort of a connection started to happen. And he was younger than I am by a year and a half. So at first I thought, he’s a kid. But for some reason, he insisted. Oded really insisted. And later, turned out he was right.

What was it about him that made you fall in love with him?

He was cute.

He was a cute kid. He was a cute boy.

What’s so funny?

He was a philosopher. He wrote a lot. He worked in agriculture. He was this cute boy. He was only 20, think about it.

And then I married him. And he brought two things with him. He brought a dog and he brought a cactus. And since then we’ve been growing a huge field of cacti for over 64 years.

What did it feel like to be starting a new life together in this new country? What was the feeling of that?

We were euphoric.

And what did you think you were building together?

We thought we were building a kibbutz. We were building a family. We were having babies. That was the vision. And we were thinking that we were building a socialist state, an equal state. And at first, it was a very isolated place. There were only two houses and shacks and a lot of sand. And little by little, we turned that place into a heaven.

Building the new state meant cultivating the land. Oded plowed the fields, planting potatoes and carrots, wheat and cotton. Yocheved was in charge of the turkeys and worked in the kitchen cooking meals for the kibbutz. They believed that the best way to live was communally. So they shared everything — money, food, even child-rearing.

After long days in the fields, Oded would venture outside the kibbutz to the boundary line with Gaza and drink beer with Brazilian peacekeepers from the UN and talk with Palestinians from the villages nearby. They talked about politics and life in Arabic, a language Oded spoke fluently. These were not just idle conversations. Oded knew that for Israel to succeed, it would have to figure out how to live side by side with its Arab neighbors.

He really did not believe in black and white, that somebody is the bad guy and somebody is the good guy, but there is a humanistic values that you can live in.

Sharone, what was your father like?

My father was a tall man and a skinny man. And he was —

he is — first of all, he is — he is a man who had very strong opinion and very well formed opinion. He read extensively. He thought deeply about matters. And he studied the piano. But as he said, was never that great or fast enough for classical. But he always played the piano.

[PIANO MUSIC]

He would play a lot of Israeli songs. He wound play Russian songs. He would play French chansons.

And he had this way of just moving from one song to the next, making it into a kind of pattern. And it was — it’s really the soundtrack of our life, my father playing the piano.

[PLAYING PIANO]:

[CONVERSATION IN HEBREW]:

[PLAYING PIANO]

So one side of him was the piano. Another side was he was a peace activist. He was not somebody who just had ideals about building bridges between nations. He was always on the left side of the political map, and he actioned it.

[NON-ENGLISH CHANTING]:

I remember growing up and going very regularly, almost weekly, to demonstrations. I will go regularly with my father on Saturday night to demonstrations in Tel Aviv. I will sit on his shoulders. He will be talking to all his activist friends. The smoke will rise from the cigarettes, and I will sit up there.

But somehow, we really grew up in that fight for peace.

Yocheved and Oded’s formal fight for peace began after the Arab-Israeli war of 1967. Israel had captured new territory, including the West Bank, the Sinai Peninsula, and the Gaza Strip. That brought more than a million Palestinians under Israeli occupation.

Oded immediately began to speak against it. Israel already had its land inside borders that much of the world had agreed to. In his view, taking more was wrong. It was no longer about Jewish survival. So when Israeli authorities began quietly pushing Bedouin Arabs off their land in the Sinai Peninsula, Oded took up the cause.

He helped file a case in the Israeli courts to try to stop it. And he and Yocheved worked together to draw attention to what was going on. Yocheved was a photographer, so she took pictures showing destroyed buildings and bulldozed land. Oded then put her photographs on cardboard and drove around the country showing them to people everywhere.

They became part of a growing peace movement that was becoming a force helping shape Israeli politics. Israel eventually returned the Sinai Peninsula to Egypt in 1982.

[NON-ENGLISH SPEECH]

Whenever there is a movement towards reconciliation with our neighbors, it’s almost like your ability to live here, your life force, gets stronger. And in a way, you can think of the art of their activism as being a response to that.

And why did he and your mother take up that fight, the cause of the land? Why do you think that was what he fought for?

My father, he had a very developed sense of justice. And he always felt that had we returned those lands at that point, we could have reached long-term agreement at that point. Then we would have been in a very different space now. I know that in 2019, for example, he wrote a column, where he said that when the Palestinians of Gaza have nothing to lose, we lose big time. He believed that the way of living in this part of the world is to share the place, to reach agreement, to work with the other side towards agreements.

He was not somebody who just had ideals about building bridges between nations. Two weeks before he was taken hostage, he still drove Palestinians that are ill to reach hospital in Israel and in East Jerusalem. That was something that meant a lot to him. I think he really believed in shared humanity and in doing what you can.

Do you remember the last conversation you had with your father?

I don’t have a clear memory which one it was. It’s funny. A lot of things I forgot since. A lot of things have gone so blurred.

We actually didn’t have a last conversation. The last thing he said was, Yoche, there is a war. And he was shot in the hand, and he was taken out. And I was taken out. I couldn’t say goodbye to him. And what was done to us was done.

We’ll be right back.

Yocheved, the last thing Oded said was there’s a war. Tell me about what happened that day from the beginning.

That morning, there was very heavy shelling on Nir Oz. We could hear gunfire. And we looked outside, and Oded told me, there are a lot of terrorists outside. We didn’t even have time to get dressed. I was still wearing my nightgown. He was wearing very few clothes. I remember him trying to close the door to the safe room, but it didn’t work. He wasn’t successful in closing it.

And then five terrorists walked in. They shot him through the safe room door. He was bleeding from his arm. He said to me, Yoche, I’m injured. And then he fainted. He was dragged out on the floor. And I didn’t know if he was alive. I thought he was dead. After that, I was taken in my nightgown. I was led outside. I was placed on a small moped, and I was taken to Gaza.

And we were driving over a bumpy terrain that had been plowed. And it didn’t break my ribs, but it was very painful.

And I could see that the gate that surrounds the Gaza Strip was broken, and we were driving right through it.

And as we were heading in, I could see so many people they were yelling, “Yitbach al Yahud,” kill the Jews, slaughter the Jews. And people were hitting me with sticks. And though the drivers on the moped tried to protect me, it didn’t help.

What were you thinking at the time? What was in your mind?

I was thinking, I’m being taken; I’m being kidnapped. I didn’t know where to, but this decision I had in my head was that I’m going to take photographs in my mind and capture everything I’m seeing so that when I — or if and when I am released, I’ll have what to tell.

And when I came to a stop, we were in a village that’s near Nir Oz. It’s called Khirbet Khuza. We came in on the moped, but I was transferred into a private car from there. And I was threatened that my hand would be cut off unless I hand over my watch and my ring. And I didn’t have a choice, so I took my watch off, and I took my ring off, and I handed it to them.

Was it your wedding ring?

Yes, it was my wedding ring.

After that, they led me to a big hangar where the entrance to the tunnel was, and I started walking. And the entrance was at ground level, but as you walk, you’re walking down a slope. And you’re walking and walking about 40 meters deep underground, and the walls are damp, and the soil is damp. And at first, I was alone. I didn’t know that other people had been taken too. But then more hostages came, and we were walking together through the tunnels.

Many of whom were from kibbutz Nir Oz. These were our people. They were abducted but still alive. And we spoke quietly, and we spoke very little. But as we were walking, everybody started telling a story of what had happened to him. And that created a very painful picture.

There were appalling stories about murder. People had left behind a partner.

A friend arrived, who, about an hour or two hours before, had her husband murdered and he died in her hands.

It was a collection of broken up people brought together.

So you were piecing together the story of your community and what had happened from these snapshots of tragedies that you were looking at all around you as you were walking. What’s the photograph you’ll remember most from that day?

It would be a girl, a four-year-old girl. People kept telling her — walk, walk, walk. And we tried to calm her down. And her mom tried to carry her on her arms. It was the most difficult sight to see a child inside those tunnels.

What were you feeling at that moment, Yocheved?

Very difficult.

Where did they lead you — you and your community — from Nir Oz.

They led us to this chamber, a room, that they had prepared in advance. There were mattresses there. And that’s where we were told to sit.

I saw people sitting on the mattresses, bent down, their heads down between their hands. They were broken. But we hardly spoke. Everybody was inside their own world with themselves, closed inside his own personal shock.

Yocheved was without her glasses, her hearing aids, or even her shoes. She said she spent most days lying down on one of the mattresses that had been put out for the hostages. Sometimes her captors would let her and others walk up and down the tunnels to stretch their legs.

She said she was given a cucumber, spreading cheese, and a piece of pita bread every day to eat. They had a little bit of coffee in the morning and water all day long.

One day, a Hamas leader came to the room where she and others were being held. She said she believes it was Yahya Sinwar, the leader of Hamas, who is believed to be the architect of the October 7 attack. Two other hostages who were held with Yocheved also identified the man as Sinwar, and an Israeli military spokesman said he found the accounts reliable.

He came accompanied with a group of other men. He just made rounds between the hostages, I suppose. And he spoke in Hebrew, and he told us not to worry, and soon there’s going to be a deal and we’ll be out. And others told me, don’t speak. And I said, what is there for me to be afraid of? The worst already happened. Worst thing, I’ll be killed.

I want to say something, and I spoke my mind. I told Sinwar, why have you done what you just did to all of the same people who have always helped you? He didn’t answer me. He just turned around and they walked off.

Were you afraid to ask him why Hamas did what it did, to challenge him?

I wasn’t afraid.

I was angry about the whole situation. It was against every thought and thinking we ever had. It was against our desire to reach peace, to be attentive and help our neighbors the way we always wanted to help our neighbors. I was very angry. But he ignored what I said, and he just turned his back and walked away.

In this entire time, you had no answers about Oded?

What was the hardest day for you, the hardest moment in captivity?

It’s when I got sick. I got sick with diarrhea and vomiting for about four days. And I had no idea how this will end. It was a few very rough days. And probably because of that, they decided to free me.

They didn’t tell me they were going to release me. They just told me and another girl, come follow us. They gave us galabiya gowns to wear and scarves to wear over our heads, so maybe they’ll think that we are Arab women. And only as we were walking, and we started going through corridors and ladders and climbing up we were told that we’re going home.

I was very happy to be going out. But my heart ached so hard for those who were staying behind. I was hoping that many others would follow me.

It’s OK. Let’s go. It’s OK. Let’s go.

You go with this one.

Shalom. Shalom.

There was a video that was made of the moment you left your captors. And it seemed to show that you were shaking a hand, saying shalom to them. Do you remember doing that?

I said goodbye to him. It was a friendly man. He was a medic. So when we said goodbye, I shook his hand for peace, shalom, to goodbye.

What did you mean when you said that?

I meant for peace.

Shalom in the sense of peace.

An extraordinary moment as a freed Israeli hostage shakes hands with a Hamas terrorist who held her captive.

I literally saw my mom on CNN on my phone on the way to the airport. And it was the day before I was talking to my aunt, and she said, I just want to go to Gaza and pull them out of the earth. I just want to pull them out of the earth and take them. And it really felt like that, that she came out of the earth. And when she shook the hand of the Hamas person, it just made me smile because it was so her to see the human in that person and to acknowledge him as a human being.

I arrived in the hospital at about 5:30 AM. My mom was asleep in the bed. And she was just — my mom sleeps really peacefully. She has a really quiet way of sleeping. And I just sat there, and it was just like a miracle to have her back with us. It was just incredible because not only was she back, but it was her.

I don’t know how to explain it. But while they were away, we knew so little. We were pretty sure she didn’t survive it. The whole house burned down totally. So other homes we could see if there was blood on the walls or blood on the floor. But in my parents’ home, everything was gone — everything. And we just didn’t know anything. And out of that nothingness, came my mom back.

It was only when she got to the hospital that Yocheved learned the full story of what happened on October 7. Nir Oz had been mostly destroyed. Many of her friends had been murdered. No one knew what had happened to Oded. Yocheved believed he was dead. But there wasn’t time to grieve.

The photograph she had taken in her mind needed to be shared. Yocheved knew who was still alive in the tunnels. So she and her son called as many families as they could — the family of the kibbutz’s history teacher, of one of its nurses, of the person who ran its art gallery — to tell them that they were still alive, captive in Gaza.

And then in November came a hostage release. More than 100 people came out. The family was certain that Oded was gone. But Sharone decided to make some calls anyway. She spoke to one former neighbor then another. And finally, almost by chance, she found someone who’d seen her father. They shared a room together in Gaza before he’d gotten ill and was taken away. Sharone and her brothers went to where Yocheved was staying to tell her the news.

She just couldn’t believe it, actually. It was as if, in this great telenovela of our life, at one season, he was left unconscious on the floor. And the second season open, and he is in a little room in Gaza with another woman that we know. She couldn’t believe it.

She was very, very, very excited, also really worried. My father was a very active and strong man. And if it happened 10 years ago, I would say of course he would survive it. He would talk to them in Arabic. He will manage the situation. He would have agency. But we know he was injured. And it makes us very, very worried about the condition in which he was — he’s surviving there. And I think that the fear of how much suffering the hostages are going through really makes you unable to function at moment.

Yocheved, the government has been doing a military operation since October in Gaza. You have been fighting very hard since October to free the hostages, including Oded. I wonder how you see the government’s military operation. Is it something that harms your cause or potentially helps it?

The only thing that will bring them back are agreements. And what is happening is that there are many soldiers who have been killed, and there is an ongoing war, and the hostages are still in captivity. So it’s only by reaching an agreement that all of the hostages will be released.

Do you believe that Israel is close to reaching an agreement?

I don’t know.

You told us that after the Holocaust, your father gathered your family together to tell you that God did not save you. It was a crisis for him. I’m wondering if this experience, October 7, your captivity, challenged your faith in a similar way.

No, I don’t think it changed me. I’m still the same person with the same beliefs and opinions. But how should I say it? What the Hamas did was to ruin a certain belief in human beings. I didn’t think that one could reach that level that isn’t that much higher than a beast. But my opinion and my view of there still being peace and reaching an arrangement stayed the same.

You still believe in peace?

Why do you believe that?

Because I’m hoping that a new generation of leaders will rise, people who act in transparency, who speak the truth, people who are honest, the way Israel used to be and that we’ll return to be like we once were.

I go to many rallies and demonstrations, and I meet many people in many places. And a large part of those people still believe in reaching an arrangement in peace and for there to be no war. And I still hope that this is what we’re going to be able to have here.

Bring them home now! Bring them home now! Bring them home now! Bring them home now! Bring them home! Now! Bring them home! Now! Bring them home! Now! Bring them home!

Yocheved is now living in a retirement home in the suburbs of Tel Aviv. Five other people around her age from Nir Oz live there too. One is also a released hostage. She hasn’t been able to bring herself to go back to the kibbutz. The life she built there with Oded is gone — her photographs, his records, the piano. And the kibbutz has become something else now, a symbol instead of a home. It is now buzzing with journalists and politicians. For now, Yocheved doesn’t know if she’ll ever go back. And when Sharone asked her, she said, let’s wait for Dad.

So I’m today sitting in this assisted living, surrounded by the same company, just expecting Oded, waiting for Oded to come back. And then each and every one of us will be rebuilding his own life together and renewing it.

What are you doing to make it a home for Oded?

We have a piano. We were given a piano, a very old one with a beautiful sound. And it’s good. Oded is very sensitive to the sound. He has absolute hearing. And I’m just hoping for him to come home and start playing the piano.

Do you believe that Oded will come home?

I’d like to believe. But there’s a difference between believing and wanting. I want to believe that he’ll be back and playing music. I don’t think his opinions are going to change. He’s going to be disappointed by what happened. But I hope he’s going to hold on to the same beliefs. His music is missing from our home.

[SPEAKING HEBEW]:

[SPEAKING HEBREW] [PLAYING PIANO]

I know that my father always felt that we haven’t given peace a chance. That was his opinion. And I think it’s very hard to speak for my father because maybe he has changed. Like my mom said, she said, I hope he hasn’t changed. I haven’t changed. But the truth is we don’t know. And we don’t the story. We don’t know how the story — my father is ending or just beginning.

But I think you have to hold on to humanistic values at this point. You have to know what you don’t want. I don’t want more of this. This is hell. This is hell for everybody. So this is no, you know? And then I believe that peace is also gray, and it’s not glorious, and it’s not simple. It’s kind of a lot of hard work. You have to reconcile and give up a lot. And it’s only worth doing that for peace.

[PIANO PLAYING CONTINUES]

After weeks of negotiations, talks over another hostage release and ceasefire have reached an impasse. The sticking points include the length of the ceasefire and the identity and number of Palestinian prisoners to be exchanged for the hostages.

[BACKGROUND CONVERSATION IN HEBREW]:

Here’s what else you should know today. Sam Bankman-Fried was sentenced to 25 years in prison on Thursday, capping an extraordinary saga that upended the multi-trillion-dollar crypto industry. Bankman-Fried, the founder of the cryptocurrency exchange, FTX, was convicted of wire fraud, conspiracy, and money laundering last November.

Prosecutors accused him of stealing more than $10 billion from customers to finance political contributions, venture capital investments, and other extravagant purchases. At the sentencing, the judge pointed to testimony from Bankman-Fried’s trial, saying that his appetite for extreme risk and failure to take responsibility for his crimes amount to a quote, “risk that this man will be in a position to do something very bad in the future.”

Today’s episode was produced by Lynsea Garrison and Mooj Zaidie with help from Rikki Novetsky and Shannon Lin. It was edited by Michael Benoist, fact checked by Susan Lee, contains original music by Marion Lozano, Dan Powell, Diane Wong, Elisheba Ittoop, and Oded Lifshitz. It was engineered by Alyssa Moxley. The translation was by Gabby Sobelman. Special thanks to Menachem Rosenberg, Gershom Gorenberg, Gabby Sobelman, Yotam Shabtie, and Patrick Kingsley. Our theme music is by Jim Brunberg and Ben Landsverk of Wonderly.

That’s it for “The Daily.” I’m Sabrina Tavernise. See you on Monday.

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Hosted by Sabrina Tavernise

Produced by Lynsea Garrison and Mooj Zadie

With Rikki Novetsky and Shannon Lin

Edited by Michael Benoist

Original music by Marion Lozano , Dan Powell , Diane Wong and Elisheba Ittoop

Engineered by Alyssa Moxley

Listen and follow The Daily Apple Podcasts | Spotify | Amazon Music

Warning: this episode contains descriptions of violence.

It’s been nearly six months since the Hamas-led attacks on Israel, when militants took more than 200 hostages into Gaza.

In a village called Nir Oz, near the border, one quarter of residents were either killed or taken hostage. Yocheved Lifshitz and her husband, Oded Lifshitz, were among those taken.

Today, Yocheved and her daughter Sharone tell their story.

On today’s episode

Yocheved Lifshitz, a former hostage.

Sharone Lifschitz, daughter of Yocheved and Oded Lifshitz.

A group of people are holding up signs in Hebrew with photos of a man. In the front is a woman with short hair and glasses.

Background reading

Yocheved Lifshitz was beaten and held in tunnels built by Hamas for 17 days.

There are a lot of ways to listen to The Daily. Here’s how.

We aim to make transcripts available the next workday after an episode’s publication. You can find them at the top of the page.

Fact-checking by Susan Lee .

Additional music by Oded Lifshitz.

Translations by Gabby Sobelman .

Special thanks to Menachem Rosenberg, Gershom Gorenberg , Gabby Sobelman , Yotam Shabtie, and Patrick Kingsley .

The Daily is made by Rachel Quester, Lynsea Garrison, Clare Toeniskoetter, Paige Cowett, Michael Simon Johnson, Brad Fisher, Chris Wood, Jessica Cheung, Stella Tan, Alexandra Leigh Young, Lisa Chow, Eric Krupke, Marc Georges, Luke Vander Ploeg, M.J. Davis Lin, Dan Powell, Sydney Harper, Mike Benoist, Liz O. Baylen, Asthaa Chaturvedi, Rachelle Bonja, Diana Nguyen, Marion Lozano, Corey Schreppel, Rob Szypko, Elisheba Ittoop, Mooj Zadie, Patricia Willens, Rowan Niemisto, Jody Becker, Rikki Novetsky, John Ketchum, Nina Feldman, Will Reid, Carlos Prieto, Ben Calhoun, Susan Lee, Lexie Diao, Mary Wilson, Alex Stern, Dan Farrell, Sophia Lanman, Shannon Lin, Diane Wong, Devon Taylor, Alyssa Moxley, Summer Thomad, Olivia Natt, Daniel Ramirez and Brendan Klinkenberg.

Our theme music is by Jim Brunberg and Ben Landsverk of Wonderly. Special thanks to Sam Dolnick, Paula Szuchman, Lisa Tobin, Larissa Anderson, Julia Simon, Sofia Milan, Mahima Chablani, Elizabeth Davis-Moorer, Jeffrey Miranda, Renan Borelli, Maddy Masiello, Isabella Anderson and Nina Lassam.

'Unfairly punished': These 18 unnoticed stocks will surge as smaller companies make a furious comeback, according to BMO Capital Markets

Small- and mid-sized companies have underperformed the market in the past year.
However, strategists at BMO Capital Markets see four catalysts for the unsung group.
Here are 18 top SMID-cap stocks to buy before a robust rebound, according to BMO.

Smaller stocks can't seem to keep pace with their large-cap peers, but there's reason to believe the beaten-down group is about to rebound.

Just over a year ago, US stocks got pummeled as a handful of regional banks imploded , which raised serious concerns about a broader banking crisis. The small-cap-centric S&P 600 index and mid-cap-focused S&P 400 were hit especially hard last March and soon slid into correction territory. Meanwhile, the large-cap-heavy S&P 500 took a relatively mild mid-single-digit dent.

Since then, the small- and mid-cap indexes have recovered admirably by posting double-digit returns that exceed their long-term averages, according to BMO Capital Markets.

However, the relative performance of those indexes pales in comparison to the S&P 500.

"Although small- and mid-cap stocks have delivered above-average, double-digit gains over the past year, the performance has been unable to keep up with the torrid pace set by their large-cap counterparts," wrote BMO investment strategy chief Brian Belski in a late-March note.

While small- and midsize stocks have underwhelmed for much of the past year, BMO thinks they've already begun to bottom. So-called SMID caps are primed for a long-awaited streak of outperformance, in Belski's view — especially since large caps now have limited upside .

"Both groups have been unfairly punished, and we continue to see this relative weakness as a buying opportunity for investors, especially considering the fundamental underpinnings for the group," Belski wrote.

4 reasons SMID caps can catch fire

Earnings are arguably the most vital driver of stock returns in the long term. With that in mind, it's no shock that smaller companies have lagged, as they've recently posted negative relative earnings growth that's near pandemic lows, according to BMO.

History suggests that an earnings turnaround is near, Belski wrote, adding that this weakness is actually a contrarian reason to be bullish on unloved small- and mid-caps.

"We believe peak pessimism is in place, making a rebound even more likely," Belski wrote.

SMID-cap earnings revisions bottomed near the market lows last October and have steadily risen since, BMO found. Forward earnings expectations are also well off their early 2023 lows.

Lackluster earnings have also weighed on SMID-cap valuations. The S&P 600 trades at a sizable absolute discount, Belski noted, though the S&P 400 seems to be more fairly priced. However, both indexes are remarkably cheap relative to the large-cap-oriented S&P 500.

"Relative valuation for SMID is at abnormally low levels for both groups with the latest readings at roughly minus two standard deviations compared to the 20-year average," Belski wrote. "Therefore, we believe these abnormal discounts more than reflect the group's earnings struggles and believe they offer compelling value for investors looking to add exposure."

Investors have seriously neglected small- and midsize stocks. Those two groups combined only account for 8% of S&P 1500 index, which includes small-, mid-, and large-cap companies. For reference, the two index's biggest stocks, Apple and Microsoft, make up 12% of the S&P 1500.

This dramatic discrepancy is another reason BMO is bullish on smaller companies.

"Given this dynamic, we believe it is much easier for investors to 'overweight' SMID stocks because we believe index composition will likely begin to revert to more 'normal' levels in the coming months," Belski wrote.

Other positive signs for small- and mid-caps are the groups' relatively healthy returns on equity (ROE) and free cash flow yields. Even though earnings haven't been overly encouraging in the last year, Belski wrote that ROE has been resilient and is in line with post-financial-crisis levels, while free cash flow yields are above those of both large caps and their long-term averages.

"We believe this is a testament to the improved operating efficiency of these stocks in challenging times," Belski wrote.

18 SMID-cap stocks set to outperform

BMO isn't alone in its optimistic call for smaller companies.

UBS Global Wealth Management investment chief Solita Marcelli wrote in a March 26 note that in this AI-driven market , small- and mid-caps stand out, largely thanks to their cheap valuations.

"With rising risk of overconcentration, we believe adding small- and mid-cap companies to a portfolio can boost returns and improve diversification over the long term," Marcelli wrote.

Even if small- and mid-sized companies are on the verge of a rally, BMO recommends carefully choosing stocks in this space since it's cautious about the path forward for US equities .

Below are the 18 stocks in BMO Capital Markets' US SMID-cap portfolio that have an outperform rating from the firm, along with the ticker, market capitalization, and sector for each.

1. Arch Resources

Ticker : ARCH

Market cap : $3B

Sector : Materials

2. Bunge Global

Ticker : BG

Market cap : $14.8B

Sector : Consumer Staples

3. CenterPoint Energy

Ticker : CNP

Market cap : $18B

Sector : Utilities

4. Chesapeake Energy

Ticker : CHK

Market cap : $11.6B

Sector : Energy

5. Constellation Energy

Ticker : CEG

Market cap : $58.1B

6. CubeSmart

Ticker : CUBE

Market cap : $10.2B

Sector : Real Estate

7. Dayforce

Ticker : DAY

Market cap : $10.3B

Sector : Technology

8. DoorDash

Ticker : DASH

Market cap : $56.1B

Sector : Communication Services

9. Dynatrace

Ticker : DT

Market cap : $13.7B

10. Entegris

Ticker : ENTG

Market cap : $21.1B

11. Exelixis

Ticker : EXEL

Market cap : $7.2B

Sector : Healthcare

12. Louisiana-Pacific

Ticker : LPX

Market cap : $6.1B

Sector : Industrials

13. Open Text

Ticker : OTEX

Market cap : $10.5B

14. Restaurant Brands International

Ticker : QSR

Market cap : $24.9B

Sector : Consumer Discretionary

15. Ross Stores

Ticker : ROST

Market cap : $49.5B

16. RPM International

Ticker : RPM

Market cap : $15.4B

Ticker : SNAP

Market cap : $19.1B

18. US Foods

Ticker : USFD

Market cap : $13.3B

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