For marketers, the short answer is everything. To understand why, let’s return to that long-ago-forgotten year of 2019. Apple and Google both released statements saying they will be banning third-party cookies from Safari and Chrome respectively. While this announcement doesn’t foretell the death of the cookie, it does portend a certain death; namely, the death of third-party cookies and thus marketing as we’ve come to know it, which has relied on third-party cookies to track, understand, and engage with prospects and customers.