Google has restricted third-party cookies for 1% of Chrome users at the beginning of 2024, with plans to do so for the entire user base. This move impacts advertisers who prioritize personalization and privacy, particularly among younger generations. To support individualization without third-party cookies, businesses are turning to zero- and first-party data. First-party data is shared through direct interactions on owned channels, such as website purchases or mobile app usage, and can be used for personalized experiences like product recommendations. However, collecting high-quality first-party data requires a customer data platform solution, which consolidates data from various sources into one unified view of customers in real-time. Businesses are also using lookalike audiences to acquire new customers through advertising platforms like Facebook and Google. Identity resolution is another solution that allows businesses to understand a user's interaction across channels, creating a complete picture of their customers. By leveraging these solutions, businesses can provide personalized experiences while ensuring data is used responsibly and building trust with customers.