For decades, the internet ran on “third-party cookies” that tracked you from site to site. Those days are ending as browsers like Chrome and Safari phase them out. The best solution is to pivot toward a first-party data strategy. This involves collecting data through your own server and using unique identifiers (like an email or a phone number) that the user has provided to you. This way, you don’t need a third-party cookie to know who your customer is.

Server-side tracking is the foundation of this solution, as it allows you to manage these first-party identifiers securely and send them to platforms like Google and Meta in a way that doesn’t rely on outdated cookie technology.