Marketing Briefing: ‘A lot of confusion and trepidation’: Marketers mull a ‘privacy-first’ approach amid looming Google, Apple changes

The cookie is crumbling more rapidly than ever — if you’ve somehow missed it last week, Google said it would not build an alternative identifier to replace the third-party cookie once it is phased out. The ripple effects of Google’s announcement coupled with Apple’s looming IDFA crackdown, has marketers mulling what it means to build “a privacy-first approach to marketing,” explained Jess Simpson, svp of verified tech and identity at Publicis Media.