Apple's latest update, iOS 14, introduces a new App Tracking Transparency (ATT) mandate that requires developers to ask users if they want to opt into cross-app tracking. This change aims to improve consumer privacy and reduce the reliance on third-party cookies for advertising. As a result, brands will need to shift their focus from using third-party data to leveraging first-party data, which is information about their own interactions with customers. First-party data offers a more reliable and powerful alternative to third-party data, enabling advertisers to deliver personalized ad campaigns without compromising user trust. With the rise of digital interactions between brands and customers, first-party data has become a rich and valuable resource that can drive advanced analytics and fuel intelligent marketing strategies. As the industry moves towards a cookieless world, Apple's ATT mandate is a significant step in the right direction, forcing brands to reconsider their approach to advertising and build back trust with consumers using first-party data.