As third-party cookies phase out, brands must become more self-reliant in managing customer data. Customer Data Platforms (CDPs) play a crucial role in this shift, helping marketers utilize first-party data while ensuring compliance with evolving privacy laws like GDPR and CCPA. However, not all CDPs are equipped for a privacy-centric future. Marketers should choose CDPs that prioritize data privacy, consent management, and compliance across regions. A future-proof CDP should also offer robust security certifications and the flexibility to adapt to industry changes, ensuring long-term effectiveness in a rapidly evolving digital landscape.

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