Tracking in 2024: Where we are and how to prep

What’s changing from a technical perspectiveFirst, let’s be clear: we’re talking about the death of third-party cookies, not first-party cookies. You own first-party cookies and the data they collect, which won’t be impacted by the Chrome update. In that update, Apple’s “App Tracking Transparency” introduction prevented companies from tracking user behavior across third-party apps. If you don’t have a plan for collecting and ingesting more first-party data, you’re going to be at a huge disadvantage. (Bonus points if you combine platform solutions with first-party data to teach the platform algorithms to find your best users via offline conversion tracking.)