Recent news too often focuses on the loss of cookies -- a cookie-less future -- and not enough on what we all stand to gain. The retirement of third-party cookies will require substantial and bold adjustments, but the future without cookies is perhaps better understood as a future with more transparent and secure consumer data practices. Leveraging the rise of Web3, brands can move beyond cookies to generate trust and meaningful engagement with their audiences. To do so, they will need to depart from the status quo of data collection that cookies have enabled in exchange for asking for users' permission, incentivizing users for their consent, and building their own first-party databases.
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