How CMOs Use First-Party Data After the Cookie Phaseout

The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy · Jul 22, 2026 · 9m · transcript

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…