3. First-party data collectionGoogle may have extended support for third-party cookies until 2024. However, businesses are already scrambling to incorporate first-party data collection in their marketing.Some of the ways to collect first-party data are:Running surveysReviewing details from on-site user registrationsEvent-based trackingAnalyzing customer purchase historyWith first-party data, organizations can future-proof their content marketing with a reliable supply of accurate audience data. This enables data-driven decisions in creating landing pages, registration processes, and website copy.