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PHOTO COURTESY DAVID LEGGETT/FLICKR

Marketers rely on data to analyze consumer behavior, measure campaign performance and maximize opportunities to engage through data-driven advertising and digital marketing strategies. Customers are increasingly becoming more vocal about their discomfort with this marketing status quo.

In early 2020, Google announced a plan to phase out all use of third-party cookies in its ad network and on Chrome.

Google reiterated its intention to continue on this path with a recent announcement that third-party cookies won’t be replaced with any similar tracking technology.

Brands relying on this technology are now having to rethink their overall strategy.

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