First-party data holds the key to addressability both now and into the future with explicit identifiers such as email and mobile which persist in ways which no other digital identifier, cookie or otherwise, could ever.
Advantages of first-party data for advertisers and publishers include suppression to target net new prospects, building lookalike audiences, direct targeting of existing customers, and creating retail media opportunities.
Advertisers, by capitalizing on first-party data, can speak directly to their existing customers, enhance their reach, and unlock opportunities in retail media with valuable addressable audiences.
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