The winners and losers of Google’s third-party cookie reversal

The dust has (mostly) settled, the hot takes have cooled to a low simmer and Google’s cookie U-turn is officially yesterday’s panic. So naturally it’s time to do what the industry does best at times like this: rank the fallout. Who’s strutting away from this mess like it was all part of the plan, and who’s quietly updating their deck to pretend they saw it coming?

Fair warning: the ground is still shifting under this thing so consider this list more “hot take” than holy writ. 

Winners

Google’s cookie re-coupling

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