This content outlines why brands must act now to maximize the value of first-party data as third-party cookies are phased out, with Chrome expected to block them by the end of Q3 2024. As cookie deprecation accelerates, shifting away from third-party data is no longer optional. The guide presents five practical ways to prepare for a cookieless future, highlighting how first-party and second-party data approaches can deliver stronger performance. Drawing on experience with over 150 global organizations, InfoSum shows how first-party data strategies can drive incremental acquisition lift, reduce cost per click and cost per acquisition, and support more effective, privacy-first marketing in a changing digital advertising landscape.

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