After Google announced, in January 2020, that it would stop supporting third-party cookies in 2022, the industry reacted quickly, trying to figure out how it would compensate for this loss. Task forces were formed, new instruments were developed, many hands were wrung. In this edition, Umberto Torrielli CSO and Co-Founder of 4D discusses why marketers shouldn’t be looking to Google as the end all be all and why hitting the pause button isn’t an option.