With Google set to end its use of third-party cookies by 2025, agencies must prepare for a significant shift in how they collect and use consumer data. This change will disrupt traditional programmatic advertising, potentially impacting the results agencies can achieve for their clients. However, by transitioning to first-party and zero-party data strategies now, agencies can navigate this cookieless future with less disruption and greater success. To navigate the transition away from third-party cookies effectively, agencies need to adopt a strategic approach to data collection and data-driven insights. Here are five actionable steps to take: