Despite the focus the industry has placed on the end of third-party cookies since Google’s fateful announcement in 2020, the move to first-party data is not as seamless as might be expected. And that may be one reason why some companies have responded to Google’s delay in implementing its post-cookie policy by proceeding as if nothing will change. In this edition, Norman Au, vice president of Partner Solutions at 4D discusses a recipe for success for the post-cookie world.