Gabriela Ventura

What really happens when a user clicks "Accept cookies"? This session will walk you through the reality behind the consent banner — from what data gets collected, to what surprisingly doesn’t. You’ll learn how ad blockers, browser restrictions (especially Safari), and signal loss can limit the impact of even a clear "yes." We’ll explore how this affects your attribution, performance measurement, and ultimately, your business decisions. And most importantly — where server-side tracking (SST) and modeling step in to recover lost data and improve accuracy. If your data strategy ends at the cookie banner, you’re missing the bigger picture. This session will show you why.