Tens of millions of dollars in revenue is at risk for companies because third-party cookies that track website visitors are increasingly being blocked. This makes it difficult for companies to personalize customer experiences and optimize digital advertising. Failure to meet this challenge jeopardizes revenue generated through personalization. Traditional digital solutions are failing to support brands to create data-driven experiences, and cookie depreciation escalates the problem. The solution? First-party identification and collection of every customer interaction for a deep understanding of customers and the ability to drive optimal CX through real-time decisioning.