With third-party cookies crumbling, marketers are racing to build smarter ways to collect and use first-party data. But a few brands are already doing it right, and their success offers a blueprint worth following. Take Kia and Hyundai. They revamped their customer experience by integrating data capture directly into their websites. Interactive tools like “build your own Kia” doubled as data collection points. The result was a 4x higher conversion rate and a massive boost in