COMMENTARY: Leverage first-party data to power highly personalized customer experiences Tuesday, May. 18, 2021, 10:21 AM By Angelica Jeffreys ATLANTA - Automotive marketers, dealers and lenders today are focusing their customer engagement strategies on data more than ever. However, how — and what — data can be leveraged requires close attention. Google has announced plans to stop tracking cookies in its Chrome browser by 2022. And, Apple has announced that, as part of the iOS 14 update, it will give users the choice to block the Identifier for Advertisers (IDFA) at the app level — requiring apps to ask users for permission to collect and share data. These changes, coupled with evolving regulations, require marketers, publishers and media buyers for auto and across all industries to have a clear position on first, second and third-party data.