Tealium’s ebook explains that as third-party cookies phase out, a robust first-party data strategy becomes essential for marketers. Third-party cookies historically powered targeted top-of-funnel advertising by tracking anonymous users, but increasing privacy regulations and browser restrictions have limited their effectiveness. Tealium advocates leveraging first-party data collected directly from customers to build trusted, privacy-compliant profiles. Its Customer Data Platform (CDP) enables real-time unification and activation of this data across channels, helping brands maintain personalized marketing, accurate measurement, and superior customer experiences in a cookieless world.

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