First-Party Data Will Grow in Value with the Decline of Third-Party Cookies

Companies like Google and Apple, as well as regulations like GDPR and California's Consumer Privacy Act, will limit the usefulness of third-party cookies to drive personalized digital experiences. Companies will therefore need to turn to first-party data they collect from their own users to delivery real-time, valuable, personalized digital experiences.



MIT Technology Review Insights. “In a Cookieless Future, Half-Baked Marketing Won’t Do.” MIT Technology Review, April 28, 2021.