Ultimately, in an age of cookie deprecation, savvy brands should be working on building their own stores of data and analytics paradigms and rely less on shortcuts like Google Analytics, he added.

“There is a default way to do marketing,” Lipkanu said. “Launch a campaign on Facebook … [or ] Google Ads and measure it in Google Analytics…For the brands doing that, nothing really changes.”

“The brands that are a bit savvier … Google Analytics or Adobe Analytics were not enough for them anyway,” he added.