Thanks to a fairly ambiguous Google statement that seeks to 'elevate user choice,' it looks like we'll soon see a combination of cookie-less and cookie-dependent solutions - although how that will work out in practical terms is still up in the air.
Up to 67% of U.S. adults will turn off cookies to manage their online privacy, so moving away from third-party dependence is still worthwhile.
First-party data is collected directly from consumers, making it more reliable and compliant, irrespective of cookie policies, emphasizing its continued importance.
Stop and take stock by thoroughly reviewing your current data sets to understand where to go next, create a roadmap to leverage data effectively.
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