The demise of third-party cookies, while a step forward for data privacy, is anxiety-inducing for marketing and advertising teams. A recent Adobe survey revealed that 75% of marketers worldwide still rely heavily on third-party cookies to reach target audiences.
That statistic alone underscores the importance of marketing strategies that are based on first-party data. Marketers know that moving on from third-party cookies is inevitable, with 9 out of 10 saying first-party data is more important than ever. Yet this approach will be an adjustment because harnessing first-party data for marketing requires a companywide strategy that not all companies have in place.
