Advertisers are leveraging first-party data to enhance media planning and activation, resulting in explosive reach and scale across programmatic channels. This transformation has made CTV, audio, and out-of-home media significantly more targetable and efficient.
The shift towards first-party data is not just about measurement anymore; it’s a fundamental change in the approach to advertising, focusing on audience generation and growth. Advertisers are now collaborating to activate data effectively across their media plans.
The evolution of addressability amidst privacy challenges and the decline of third-party cookies has sparked a resurgence in the capabilities of programmatic advertising, CTV, and other channels to utilize first-party signals.
Advertisers must enable interoperability of their first-party data throughout the funnel to achieve their goals of reach, scale, and effectiveness. The emerging strategies are beginning to reshape the landscape of advertising this awards season.
#first-party-data #programmatic-advertising #audience-targeting #advertising-strategy #media-planning
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