Marketing Opinion
Lakshmana Gnanapragasam
Jul 04, 2025

Cookies crumble, privacy prevails: Marketing’s new playbook

The era of lazy personalisation is over. Epsilon senior vice president for analytics believes that marketers must now trade third-party tracking for first-party trust, clean data, and cultural transparency—or risk fading into irrelevance.

After years of threatening to take away the cookies, in 2024, Google flipped the script, allowing Chrome users to decide who tracks them.

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