Judy Shapiro’s Take on the Cookie Apocalypse: Stop Looking Through a Pinhole

The ad world is spiraling into yet another existential crisis. The slow, painful death of third-party cookies has left marketers pacing the room like an addict in withdrawal, desperate for their next hit of hyper-targeted tracking. Every conference panel, every LinkedIn post, every breathless whitepaper keeps asking the same question: How do we replace cookies?

Judy Shapiro is here to tell them they’re asking the wrong question.

While the industry obsesses over identity resolution like it’s some sacred relic, Shapiro is busy pointing out the obvious: tracking individual users across the internet was never the golden ticket to effective marketing. “If you define cookieless solutions only in the context of programmatic media buying applications,” she says, “then, as Einstein put it, ‘You are looking at a pearl necklace through a pinhole.’”

Subscribe to our premium content at ADOTAT+ to read the rest.