3rd Party Cookies have acted as a great cross-platform means of tracking and understanding customer journeys across the web over time. Local browsers have provided that centralised source of cookie data which can be tapped into by multiple parties to understand each customers profile and behaviour. This data has underpinned both acquisition and marketing use cases. The deprecation of 3rd party cookies could therefore leave a capability hole in your underlying Adtech and Martech stacks. But there is a remedy, and it centres around improving the capture and use of … 1st Party Data. This is the data you capture for your own customers and prospects in your own touchpoints, such as your website and app. Persistence of this data is now in your centralised repositories, as opposed to remotely on device browsers, allowing a robust customer profile to be established over time, up to real time.