The cookie has long been crumbling, and Google’s announcement to move the industry towards a cookieless future should come as no surprise. While it may seem like brand marketers and advertisers have been preparing for this moment for years (pre-pandemic, even!), are UK businesses really ready for the road ahead?

Contrary to popular belief, it’s not necessarily all about “future-proofing” marketing efforts, and it’s even less about preparing clients for alternate...