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A Unique Opportunity

Despite Google’s promise to do away with them, a quarter of US marketers and agencies are still relying on third-party cookies. The ever-increasing importance being placed on first-party data represents a unique opportunity for businesses to foster growth and deepen customer relationships.

According to McKinsey, adapting to third-party cookie demise means focusing on:

This journey towards building a successful first-party data strategy is an opportunity ripe with challenges. It calls for a nuanced understanding of customer data, commitment to establishing trust, and strategic use of technology to collect, analyze, and activate insights to truly resonate with the audience. It demands an adept handling of scaling data efforts, ensuring cleanliness, battling data decay, and navigating the labyrinth of privacy regulations.

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