When Google announced that Chrome would be joining Apple (Safari) and Mozilla (Firefox) in phasing out third-party cookies, the industry reaction was mixed. For some, there was a combination of grief and irritation, for others, the news was very much expected and welcomed.
While much of this early commentary concentrated on the impact on the ad-tech sector, there’s a bigger picture here. Brands that successfully adapt over the next 24 months are going to be the ones that make best use of new opportunity and continue to grow. Those who put their head in the sand are doomed...