Exacerbating these hurdles, marketers are faced with macro-level challenges including rising advertising costs, spiking inflation and retail profit warnings. Emerging as an opportunity to overcome these issues are partnerships, providing marketers with cost-effective customer acquisition and the ability to foster consumer loyalty. The channel enables brands to find and convert target audiences at scale for marketers leveraging future-proofed tracking, necessary infrastructure for maintaining persistent tracking that ensures accurate data amidst ongoing browser changes.