Data has been driving businesses of every domain since anyone can remember. When data is more powerful than ever, it is important that marketers make the most of it at times like these. Among the categories of data that have risen to the absolute top is first-partydata collection and usage via server-side tagging . However, being involved with marketing technologies can feel like an overwhelming task in the current climate. It feels as if the internet landscape is suddenly changing and not in a way that professionals in the domain would really want and a transition could be seen sooner rather than later. The transition from third-party cookies to a first-party data strategy Third-party cookies are slowly running out of ground to back up. There has been an outcry over data collected through such methods, and almost all entities associated with it have been critical of it. Browsers have implemented tracking prevention protocols, countries are legislating robust data...