Publishers, social platforms and commerce media networks are staking their claim to first-party data

"For years, brands and agencies have regarded their first-party data as the ultimate asset for navigating the complexities of a privacy-first, post-cookie digital ecosystem. That perception is correct - first-party data does offer unparalleled precision and trust - though it takes a narrow view, overlooking the fact that this has also been quietly unfolding among publishers, commerce media networks and social platforms."

"First-party data is taking on a broader, more strategic role The industry's first wave of first-party data usage largely focused on targeting. Today, the most meaningful opportunities arise from tapping into its full-cycle potential - leveraging data to inform planning, power activation, guide optimization and enable more complete measurement in a continuous feedback loop. At the outset, first-party data offers publishers, commerce media networks and social platforms deeper insight into their audiences for planning purposes."

"In activation, first-party data is no longer just a means of improving precision. It's about enabling new modes of reaching valuable audiences. Among Nexxen's clients, there is growing interest in curated marketplaces and direct deals rooted in proprietary audience segments. And with the advent of clean room integrations and privacy-safe matching, these environments allow data to move without being exposed, offering greater control, compliance and competitive advantage."

Brands and agencies have long seen first-party data as essential for a privacy-first, post-cookie ecosystem. Publishers, commerce media networks and social platforms also hold rich, compliant first-party data that can serve buyers and media owners. First-party data now supports full-cycle functions: planning, activation, optimization and measurement in a continuous feedback loop. Publishers and platforms can use audience insights to shape inventory, pricing and product strategies with greater differentiation. Activation moves beyond precision to enable curated marketplaces and direct deals based on proprietary audience segments. Privacy-safe clean-room integrations and matching permit data collaboration without exposure, improving control, compliance and competitive advantage.

Read at Digiday