As third-party identifiers phase out, organizations must shift from strategies built on third-party data to ones centered on high-quality first-party data. This transition requires a clear long-term vision, strong internal alignment, and a realistic understanding of the resources needed to succeed. A solid first-party data strategy begins with identifying clear use cases that define how the data will be used and what data is required. It also involves assessing the first-party data already being collected, including available identifiers and where the data resides, to ensure it can support future measurement, activation, and growth in a privacy-first environment.

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