The Need for Innovative Marketing to Drive Growth in the Absence of Third-Party Cookies Customer data powers businesses in the 21st century, enabling marketers to create an immersive, personalized ecosystem for customers. However, with the advent of regulations such as GDPR and CCPA, which are designed to address the importance of data protection and privacy, consumers are now wielding greater power, thus limiting how marketers can leverage their data. One key area that is changing with regard to data privacy is cookies. For years, data was initially being captured in the form of cookies, which is essentially just customer data stored in web browsers.

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