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Arijit Ray

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Twilio • 1y

Google’s Latest Decision Keeps Cookies Around—for Now Publication: Featured Insights and Perspectives from BCG Google has announced it will not eliminate third-party cookies in Chrome as planned, opting instead to simplify the opt-out process for consumers. This marks another step towards a cookieless future, balancing privacy concerns with marketers' data needs. While this change poses risks for data-driven marketing, it also opens opportunities for brands to innovate with first-party, zero-party, and second-party data. As we navigate this shift, building strong customer relationships and effective loyalty programs will be key.

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