The fallout from The End of Cookies has already (for the most part)  happened and now various crumbs are being swept up into assorted piles as marketers and platforms figure out what shape fits their needs.

On the marketers’ end, influencers and creators look to be the post-privacy strategy of choice on social platforms that were hit hard by The iOS-ening.

On the platforms’ end, APIs are the name of the game. Conversion APIs are the most common but there are others for various purposes. These APIs allow platforms to receive data directly from servers instead of using the browser as a proxy. In many cases this means data can be transferred without having to worry about ad blockers or privacy controls. Generally this is less plug-and-play than the pixels for end users.