"Even with Google's U-turn to keep third-party cookies in Chrome, the race for first-party data hasn't slowed. If anything, generative AI has accelerated this long-term trend by promising to lower the barrier to entry, allowing internal teams to process, ingest, and normalize more data faster. Brands and their agency partners are still pushing to own their first-party data as opposed to relying on third-party walled gardens, like Meta or Google, experts say."
"He's not the only one who has noticed this trend. "The effect of all of this hype around AI and large language models and so forth, has put the spotlight on the importance of data, especially in marketing," said Andrew Frank, research analyst at Gartner. He added, "And it has driven a lot of companies to think more carefully about control and ownership of their data.""
Brands and agencies are accelerating efforts to own first-party data and related infrastructure due to privacy changes and advances in generative AI. Requests to share first-party and other data signals with client-managed cloud environments rose sharply, with Dun & Bradstreet noting growth from around five requests in 2024 to about ten per month in 2025. Generative AI lowers barriers to ingesting and normalizing larger datasets internally, enabling teams to generate insights faster. Marketers are adopting synthetic audiences and media mix modeling to fill data gaps. Clients increasingly seek control of tech stacks and data clean rooms amid platform uncertainty and market fragmentation.
Read at Digiday
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