For many businesses, narrowing the time between when a customer conducts online research and makes a purchase offline has long been a challenge. Consumers can spend weeks browsing, comparing, and researching before they ever pick up the phone or walk into a store. The question isn't whether or not they're interested. It's how to identify them at the right moment and deliver a message that moves them from research to action.

One of the reasons your website is such a valuable digital asset is its ability to constantly attract potential customers and partners. The issue for most is that a whopping 98% of website visitors come and go anonymously, without filling out a lead capture form or otherwise identifying themselves. 

According to a survey by Epsilon, 80% of marketers rely on third-party cookies – the small pieces of data stored in internet browsers to track a user’s online behaviors – in their digital advertising efforts. But as Google’s cookie-less future draws near, it’s important to take action to prepare for the changes.