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To prepare for the deprecation of third-party cookies, clients should focus on building a sustainable, privacy-centric infrastructure and leveraging advanced targeting solutions. Utilizing Google AI, specifically solutions like Optimized Targeting, helps maintain campaign performance by finding new relevant audiences without relying on third-party cookies. Building a durable infrastructure involves implementing site-wide tagging for comprehensive data collection, adopting Google Analytics 4 for future-proof analytics, and using first-party customer lists for direct audience engagement. These steps ensure continued measurement, targeting, and personalization in a privacy-enhanced environment. Implementing Privacy Sandbox APIs is a valid future consideration but not a primary, immediate action for preparing for the deprecation, as these APIs are still evolving. Waiting to plan is a poor strategy, as proactive preparation is crucial.