First-party data is the future of brand-consumer relationships built on trust - not just for advertising, but for all digital experiences.
Amit Ahuja,
VP Experience Cloud Product & Strategy at Adobe
Marketing teams rely on third-party cookies for list segmentation, targeting, re-targeting, cross-site attribution modelling, personalisation, and campaign measurement. The wider business relies on these activities for lead generation and continuous improvement.
Apple’s Safari and Mozilla’s Firefox have already default blocked third-party cookies and iPhone users now have to opt-in.
Google is following suit in 2025 but is currently developing a new “Privacy Sandbox” solution, in a bid to remove the need for third-party data.
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