Google may have scrapped plans to depreciate third-party tracking cookies, but CX leaders are already exploring different methods of collecting customer data.

Not only do customers want more data privacy than what cookies offer, but cookies lag in accuracy, as they don’t come directly from the consumer, experts told CX Dive. That can skew personalization efforts.

Instead, CX leaders from brands as diverse as Kellanova and Brooks are expanding their zero-party and first-party data efforts. At Brooks, a shoe finder provides CX leaders with valuable zero-party data — information a customer voluntarily shares with a brand — while providing customers something in return: the right running shoe.

Other companies are investing in data clean rooms, cloud-based environments where companies can share customer datasets that have been aggregated and anonymized.

Whatever the method, CX experts have urged leaders to move beyond cookies.

“You have to continue to rethink the cookie, because this has become a bigger story than Google,” Stephanie Liu, senior analyst at Forrester, told CX Dive last month.

Here are five stories on how CX leaders are changing the way they collect data: