Third-party cookies might be going the way of the dinosaur, but organizations will still need data about their customers’ online behaviors to deliver the personalized experiences they expect.
This means a shift in data strategy to focus on multiple types of first-party data, collected with customer consent. First-party data is data that customers agree to share with brands, including their preferences, online behaviors, and personal information. And while first-party data is a rich source of intelligence, it often lives in silos and is unorganized, rendering much of it useless when it comes to helping the organization drive better decisions …
