While it is true that all businesses will need alternative identity solutions to maintain addressability for relevant advertising, Verizon Media's chief business officer, Ivan Markman said the implications of this change may leave SMEs more vulnerable.

"Business leaders must consciously move away from disconnected data teams and bring together cross-functional data sets – from web analytics to email engagement to app usage, to create complete, well-rounded profiles that unlock enhanced experiences."

"What will be crucial is a focus on tone and empathy, and the pandemic could accelerate the move for some brands to invest more time, creativity, and money in values-based marketing."