The Impact of Google's Cookie Strategy

Google's recent decision to pause the rollback of cookies has provided some relief to marketers, yet it has not significantly changed the overarching concerns in the data ecosystem. Companies have been preparing for a future where cookies are less prevalent, focusing on building people-centric identity strategies instead. This involves utilizing diverse data sources such as zero-party data from brand surveys and first-party data from CRM systems. The panelists agreed that while these changes are positive, the industry must continue to innovate and adapt to a cookie-less landscape, emphasizing the importance of maximizing existing data assets.