Trade cookies for control of your identity program
Without a solid plan, the ability to see anonymous site visitors, retarget messages, and measure campaign performance, for example, will diminish as third-party cookies fade from the mix.
That graph, to be useful over time, needs to be constantly evaluating, adding, or rejecting information (data) about that individual. It also needs to be accessible and easily integrated into all touchpoints between them and the brand.
Full aticle: Trade cookies for control of your identity program