This was supposed to be the year cookies went away, but that's not happening. Still, Google's new plan for third-party cookies will likely greatly limit their availability, not to mention mounting privacy legislation that makes businesses' use of third party data increasingly tricky. What are other ways brands can find the right audience? How can brands build up their stores of first-party data that feels like a meaningful value exchange for their customers? We'll explore how brands should now approach their data strategy and what this means for the evolving customer-brand relationship.