We are starting 2024 with a monumental shift in the marketing industry, as Google finally starts to sunset cookies on Chrome.
While this is only set to impact 1 per cent of users initially, it will force the industry to rethink its third-party data strategies.
Yet despite this initially being announced in January 2020, only 5 per cent of marketers in the Middle East planned to stop or have already stopped using third-party cookies in 2023.
First-party data holds far greater value than the obscure representation of a consumer that third-party data provides.
It’s collected by brands directly from their customers through various communications, like asking for the customer’s
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