With Google's plan to delay killing third-party cookies until 2023, many businesses are breathing a sigh of relief that they no longer have to scramble to plan out their consumer data collection practices. However, as the world moves toward increased consumer data privacy measures backed by legislation like the GDPR and at the local state levels in Colorado and California, the death of third-party data is inevitable and businesses need to get ahead to succeed.

Alex Atzberger, CEO of Optimizely, shares why companies need to personalize based on the behaviors behind content consumption, even if the visitors are unknown. He also reveals how to build trust brands should do the following:

• Offer loyalty programs, as seen recently by McDonald's and Chipotle, where customers can receive points for purchases that translate into freebies later on
• Track the content your customers are engaging with to see what's resonating, even if the customer is anonymous
• Glean customer feedback on their preferred channels and ensure you're engaging with them, on ones they favor

We also discuss how Gen Z and Millennials start their shopping journeys on social media apps, but most leave the apps to purchase on 3rd party sites like Amazon.