The future is privacy-led, whether or not Google got the message. The company’s plans to phase out third-party cookies in the Chrome browser were late to the party when they were announced, and were repeatedly delayed. By the time Google cancelled the phaseout all together, businesses, marketers, and privacy regulation were embracing a privacy-first future.

Privacy management is now a strategic priority, with 73 percent of decisions made at the executive level. A survey of 600 leaders across Europe reveals a shift toward C-suite involvement, varied privacy approaches, and sector-driven digital adaptation. Larger firms favor hybrid models, balancing control with expertise.