Marketers are showing signs of strain but not panic as the initial furor over the delayed test of Google’s cookie alternative in Europe settles. Most industry execs have been through these setbacks before. They know that each time the strain is different — and that each time companies adapt and bounce back. Even so, the uncertainty ripping through the online industry is daunting. As ever, Google’s protracted pivot to privacy remains a byzantine maze of conflicted emotions.

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