With 2024 upon us, experts are once again sharing best practices for adapting your business’ data strategy to the times. From ensuring compliance with state-by-state privacy laws to preparing for the inevitable removal of 3rd party cookies over the course of the year, organizations face ever-increasing pressure to adapt to new realities.

Just as the rise of software forced major reckonings in every industry that ultimately led nearly all companies to add deep technical competencies in order to survive, large and small organizations alike are taking the next step along this path by learning to make the most of their first-party data assets – that is, the data they’re collecting directly from their customers or users.