Brands utilising first-party data for critical marketing tasks saw up to a 2.9X gain in revenue and a 1.5X improvement in cost savings. The modern customer journey is complex, nonlinear, and always changing. People undertake product research on a range of devices, and marketers are searching for methods to create experiences that satisfy the increased expectations of consumers.

As a brand, it's important to not only show up in places where customers might be looking, but also to offer real value that is meaningful and unique.

Every day, more than a billion people use Google to shop. The path to purchase has shifted in recent years, with shoppers mixing online and in-store shopping experiences to fit their evolving needs. When it comes to communicating with current and new clients, knowing when and where to show up is crucial.

People are shopping in ways they've never thought before, combining online and in-store purchasing to fit their specific demands. Meeting your consumers where they choose to shop and putting them at the center of your marketing and customer experience is more crucial than ever.

Because of an odd catalyst: third-party cookies, the marketing business is entering a new golden era of potential. As third-party cookies become less common, industry leaders are focusing on honing their "creative intelligence" to better reach and engage customers.