Cookies. Those loveable little pieces of information that are sent to your browser by the websites you visit. They do things like identify who you are, remember your choices, and note what you've clicked on and what items you've added to your shopping cart. Cookies also remember what website you came from and where you went next. Historically, marketers have utilized cookies because they provide copious amounts of third-party data. In other words, data not owned by the marketer, but that can be used to build a picture of each customer to whom they can target digital advertisements. Cookies can increase personalization and create a more seamless experience online.

So as third-party cookies are being phased out, and the final switch-offs approach completion, marketers may be left thinking, where does this leave us?

As cookies are phased out, businesses need to rely more fully on first-party data. So let's find out what that means and what lies ahead in a cookieless world.