Copyright © 2022 Accenture. All rights reserved. 62 05 Signed, sealed, delivered + 35 mm, 3d render, cinematic, geometric, aspect ratio 3:2, algorithm version 4 The mental burden is enormous and grows with every new job, activity, retailer, social media platform, or financial transaction. But digital change is in the air. In 2023, Google is phasing out third-party cookies, which is forcing brands to create marketing approaches that are less reliant on third-party cookies and to use more transparent, privacy-centric tactics to target customers. 90 Viable alternatives for marketing strategy are leaving a gap in how advertisers collect people’s data, and there’s anxiety in the marketing industry. As of 2021, some 83% of marketers still relied on third-party cookies as part of their marketing strategy. 91 A G2 article from February 2022 states that 44% of marketers predicted they’d need to quintuple their spending from 5% to 25% to hit the same goals in 2022 as they did in 2021. 92