As a digital marketing manager, you're in a meeting discussing user data and privacy on your company's website. A colleague voices concern that first-party cookies are often seen as non-essential and a breach of privacy. How do you respond?

First-party cookies are set by the website a customer is actively visiting and can support login sessions, preferences, cart activity, and personalization. They are generally more privacy-friendly than third-party cookies because the data relationship is directly between the customer and the website. In Amazon DSP , privacy-aware planning increasingly relies on durable signals and signal-based marketing instead of broad third-party cookie dependency. Functional use of first-party data should still follow consent, transparency, and applicable privacy requirements.