After multiple delays and changes, Google finally announced earlier this year that third-party cookies will not be deprecated in Chrome after all. However, in anticipation of the deprecation, marketers have been developing alternative data collection strategies and continue to work on first-party data collection. 

How are organizations refining their data collection strategies? Moitree Rahman, senior director of first-party strategy at Eli Lilly & Company, spoke about these practices at a recent EMARKETER Summit.

• Keep data healthy by staying on top of changes in acquiring, maintaining, managing and mining data, keeping privacy in mind. This requires transparency, easy-to-do opt-in and opt-out tools and promoting privacy policies.
• Keep data out of silos. Make sure that everyone in the organization who needs the data has access to it. Develop and promote a culture of collaboration and data sharing.
• Make the process of organizing and surfacing data more efficient and effective with AI. Personalizing campaigns requires refined data, and AI can be a huge help in that regard.
• Even though third-party cookies got a reprieve, you shouldn’t count on them in the long run.