By Kenneth Hein-03 March 2021 11:00am Want free beer? All it will cost you is your email address. With the third-party cookie facing imminent doom, brands are dangling free beer, burritos, special perks and even cold hard cash in exchange for consumers’ personal, first-party data. And it’s only just beginning. Here’s what’s next. Consumers might get the feeling that brands sure are awfully generous these days. All of a sudden, there are plenty of offers, deals, sweepstakes and even the promise of delicious, free beer in exchange for an email address and other personal information. While such tactics certainly aren’t new, what is new is the urgency in which brands are working to make one-on-one personal connections with consumers. Rapidly accelerating privacy legislation and browser blocking means marketers are nearing the end of being able to leverage third-party cookies for targeting purposes.