Until recently, organizations have relied heavily on third-party data to find and acquire new customers. That data is collected from outside your organization, typically by means of cookies. 

Cookies are small text files that allow websites to store information on a user’s device for future reference. Cookies track users across sites as they browse the web, collecting information based on the sites they visit and what they click on. This allows companies to better understand customer behavior and target marketing campaigns accordingly. At this point, however, marketing strategies based on thirdparty data no longer provide brands the value they once did.