How CMOs Use First-Party Data After the Cookie Phaseout

Episode notes

With Google's deprecation of third-party cookies moving into its final phase as of mid-2026, CMOs are scrambling to rebuild their targeting and measurement stacks on first-party data. Lucas and Luna break down how Kraft Heinz used its direct-to-consumer platform to build a seven-million-member loyalty cohort, and why Procter & Gamble is investing in a proprietary identity graph rather than buying from data brokers. They discuss the real costs of zero-party data collection - from incentive structures to privacy compliance - and explain why the shift may benefit brands that own their customer relationships. This episode is grounded in actual numbers: the 40 percent drop in addressable audiences for cookieless campaigns, and the 2.5x lift in repeat purchase rate that Kraft Heinz reported from its first-party program. No abstract theory - just the decisions CMOs are making right now.

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