Last week Google announced it would end support for third-party cookies in Chrome by 2022 or sooner. Google said it would use its “Privacy Sandbox” as an arena to develop alternatives for ad targeting and conversion tracking. Google is explicitly trying to balance ad personalization and consumer privacy. The company said in its blog post, that this requires “new approaches to ensure that ads continue to be relevant for users,” while minimizing “data shared with websites and advertisers.” Two days later, the 4As and the ANA issued a statement expressing “deep disappointment” about Google’s move, saying that “It would threaten to substantially disrupt much of the infrastructure of today’s Internet without providing any viable alternative, and it may choke off the economic oxygen from advertising that startups and emerging companies need to survive.” We reached out to a number of digital marketers from different disciplines to ask them what they thought of Google’s decision. Their responses convey a mix of skepticism and anxiety, pragmatism and optimism.