#first-party-data
#first-party-data

Is your 2024 marketing strategy really prepared for cookie and election disruption?

Marketers face challenges with the demise of third-party cookies and the 2024 election impact, emphasizing the need to focus on first-party data and strategic partnerships. [ more ]

MarTech

4 days ago

Understanding customer identity without third-party cookies | MarTech

Increased focus on first-party data amidst third-party cookie deprecation. [ more ]

Forbes

Revolutionizing Retail With Seamless Omnichannel Shopping

Omnichannel advertising bridges physical and digital retail spaces, creating a unified consumer experience. [ more ]

Forbes

Council Post: Navigating The Cookieless Era: How Pharma Adapts To Continual Disruption

Pharmaceutical industry urged to rethink digital strategies due to demise of third-party cookies.

Leveraging point of care marketing and precision targeting through first-party data is crucial for tailored messaging. [ more ]

Exchangewire

PRISA Media se asocia con First-id para avanzar en el entorno cookieless

PRISA Media collaborates with First-id for first-party ID solution, enhancing advertising innovation.

Integration of First-id and PRISA ID focuses on audience data unification, identity graphs, personalization, and digital business exploration. [ more ]

moredigital-marketing

retail-media

Marketing Dive

3 days ago

Legacy media makes new bets on CTV and retail media convergence

Advertisers are shifting spend towards retail media and connected TV, with a focus on merging CTV scale and brand-building with retail media's data-driven capabilities. [ more ]

Digiday

Retail media's evolution: How retailers are finding a way to break in and stand out

Retail media is booming, set to surpass traditional TV, offering valuable first-party data to marketers.

Retailers face challenges but can't ignore the opportunity to capture ad spend through retail media networks. [ more ]

Digiday

'There's not enough money to go around': Agency execs sound off on promises of burgeoning retail media landscape

Retail media network landscape is expanding rapidly, with a focus on leveraging first-party data and ad opportunities.

Retail media is expected to make up a significant portion of digital ad spend, reaching $140 billion this year. [ more ]

moreretail-media

retail-media-networks

MarTech

Chase launches media network | MarTech

Chase launched Chase Media Solutions, a bank-led digital media platform for advertisers.

Chase's advantage lies in its transactional first-party data, offering broader purchase history insights for advertisers. [ more ]

Digiday

Research Briefing: RMNs vie for ad dollars, but marketers are unsure where to spend

Marketers are struggling to decide where to spend with the rapid growth of retail media networks.

Amazon is the dominant player in the retail media sector, with 76% of marketers using the platform. [ more ]

Digiday

How data clean rooms are enhancing retail media transparency and effectiveness

Retail media networks market segment to more than double to over $100 billion by 2027.

Data clean rooms essential for secure data collaboration in retail media, especially with the deprecation of third-party cookies. [ more ]

Digiday

Marketing Briefing: Marketers test retail media even more as the third-party cookie crumbles

First-party data is increasingly crucial as Google phases out third-party cookies.

Retail media networks are seeing growth due to advertisers' interest in first-party data strategies. [ more ]

Digiday

Why Tropicana is betting on retail media as Google starts to deprecate third-party cookies

Tropicana is shifting its media spend away from broadcast television commercials to target cord-cutting shoppers online.

Customer insights from retail partners are crucial for Tropicana's targeted digital advertising strategy. [ more ]

Digiday

moreretail-media-networks

Online marketing

Research Briefing: Marketers make the shift as Google actually kills the cookie

Google's disabling of third-party cookies is causing brands to invest in tech for acquiring first-party data.

Brands are partnering with retail media networks that have access to first-party data from customer transactions and behavior. [ more ]

marketing-strategies

AdExchanger

NBCU Wants CTV To Be A Performance Channel. Can Adobe Help It Get There? | AdExchanger

First-party data is crucial post-third-party cookie demise.

CDPs are evolving to enhance data collaboration for better targeting. [ more ]

www.thedrum.com

How to optimize performance marketing channels for first-party data

Marketers are adopting first-party data and identity networks amid challenges like the death of third-party cookies.

Brands should focus on converting anonymous website traffic into known contacts for personalized messaging via owned channels. [ more ]

moremarketing-strategies

digital-advertising

MarTech

EU data protection

Digital advertisers still looking for recipe to thrive in cookieless world | MarTech

Google removes cookies for 1% of Chrome users, advertisers must adapt

Alternative data like ID solutions and first-party data are emerging amidst the demise of cookies. [ more ]

AdExchanger

Razorfish's Chief Data Officer On How Agencies Can Cope With Signal Loss | AdExchanger

Agencies should prepare for cookie loss even if Google's deadline is missed

Brands are shifting towards building first-party data sets and alternative identifiers. [ more ]

moredigital-advertising

retail-media

Digiday

How media buyers view the retail media landscape - from Amazon to Walmart to Wawa

Retail media landscape akin to the California gold rush with the demise of Google's third-party cookies

Retail media ad spend set to increase to $140 billion by the end of this year [ more ]

The Drum

Measuring effectiveness, retail media, AI and first-party data will dominate 2024

Acceptance of new media measurement tools

Focus on AI impact and cross-channel strategies [ more ]

AdExchanger

The Big Story: The Cookieless Expanse Ahead | AdExchanger

Marketers are caught in a dilemma between wanting a sustainable and competitive media ecosystem and the pressure to deliver immediate results.

Agencies are focusing on guiding clients through first-party data initiatives and the growth of retail media rather than relying on third-party cookies. [ more ]

moreretail-media

The Drum

2 days ago

8 insights about the future of addressability & measurement post-cookie from The Drum Live

The increasing importance of first-party data strategies. [ more ]

MarTech

2 days ago

How to measure marketing's value in the inevitable cookieless future | MarTech

Strategic shift needed for marketing measurement in a cookieless future. [ more ]

Marketing Dive

Warner Bros. Discovery unveils first-party data platform to unify video

Warner Bros. Discovery launched Olli, using first-party data for targeted advertising. [ more ]

Digiday

2 weeks ago

Research Briefing: YouTube commands marketing spend on ad-supported streaming services

YouTube commands marketing spend with 75% of brands and agencies placing streaming ads on the platform. [ more ]

AdExchanger

2 weeks ago

Inside AB InBev's Strategy For Tapping Into First-Party Data | AdExchanger

AB InBev shifted to prioritize first-party data leading to better data management and personalized campaigns. [ more ]

Retail Dive

Is retail's next wave of personalization coming in 2024?

Personalization through first-party data will become crucial for retail brands with the end of third-party cookies in 2024. [ more ]

Digiday

How publishers are optimizing their tech stacks to enhance addressability

Publishers must adapt post third-party cookie deprecation by focusing on first-party data and rethinking their tech stack.

Google's Privacy Sandbox is part of the solution; publishers should align with testing partners for future-proofing.

Utilizing Prebid server-side setup helps publishers improve ad performance and monetization opportunities. [ more ]

Digiday

Research Briefing: Publishers bank on their own first-party data amid Privacy Sandbox concerns

First-party data is crucial for publishers' ad strategies, with concerns about Google's Privacy Sandbox reducing targeted ad effectiveness and revenue.

Publishers are shifting towards prioritizing first-party data for positive ad revenue outcomes and foresee an increase in ad impressions using first-party data in coming years. [ more ]

Exchangewire

Clinch Marks Industry Milestone as the First Client-Side Ad Server to Integrate Unified ID 2.0

First client-side ad server to incorporate UID2, a privacy-centric identity solution for the open internet.

Enhances advertisers' and agency partners' capacity to use first-party data securely for omnichannel identity strategies. [ more ]

MarTech

Ad industry steps up to meet signal loss, privacy challenges: IAB | MarTech

The ad industry is adapting to privacy-by-design ecosystem.

Challenges include tracking conversions, measuring ROI, and data balance. [ more ]

AdExchanger

The Big Story: Finding Holes In The Privacy Sandbox | AdExchanger

Current Privacy Sandbox APIs are not capable of replacing the current programmatic setup.

The value of first-party data may have been overhyped in the industry. [ more ]

AdExchanger

How Reward-Fueled Registrations Bring Addressable Traffic To Mid-Size Publishers | AdExchanger

Bonbon rewards users for signing up with sponsored promotions and discounts.

The startup provides a cross-site, single-sign-on service for publishers to gather first-party data and retarget users through email and social media. [ more ]

AdExchanger

Seizing The Moment: Why Data-Driven Advertisers Must Embrace Transformation Now | AdExchanger

The switch to first-party data in the ad industry is crucial, requiring companies to invest in transformation for future success. [ more ]

MarTech

The future of first-party data and why it will be critical | MarTech

Leveraging first-party data is crucial in today's privacy-focused landscape. [ more ]

Forbes

Council Post: Programmatic Ads And The Death Of Cookies: What Marketers Need To Know

Google to phase out 3P cookies by 2024, impacting programmatic advertising. [ more ]

Forbes

Council Post: Farewell Third-Party Data, Hello First-Party Data

Marketers need to shift focus to first-party data due to the phase-out of third-party data driven by privacy regulations.

Various government regulations globally are restricting online data privacy, leading to the demise of third-party data. [ more ]

Digiday

4 weeks ago

Why connectivity is critical for clean rooms to turn signal loss into signal gain

Clean room technology aids in signal gain post-third-party cookie deprecation.

Marketers are leveraging omnichannel strategies to personalize interactions and drive business outcomes. [ more ]

MarTech

4 Ways New Data Cloud Features Help You Personalize Ads | MarTech

Prioritizing first-party customer data in marketing campaigns

Challenges in collecting and utilizing first-party data due to data privacy laws and the cookieless future [ more ]

Forbes

Council Post: How To Transform E-Commerce Marketing Data Into Profits In 2024

Data is crucial for marketing success, but knowing how to leverage it is equally important.

Utilize first-party data collected from e-commerce platforms for targeted marketing strategies.

Segment audiences based on RFM (recency, frequency, monetary values) for more effective advertising. [ more ]

Digiday

Why retail media's future depends on first-party data integration and accuracy

CPGs and retailers should strategically use first-party data for loyalty programs, personalized content, retail media, and data monetization.

Marketers are moving towards in-house identity building to maximize control over data and drive transformative strategies. [ more ]

Marketing Dive

Pacsun unites commerce channels with first-party data solution

Retailers are seeking to unify the commerce experience across various channels by leveraging partnerships for data-driven insights and personalized messaging.

Activating first-party data is crucial for retailers to meet the changing needs of consumers in an omnichannel commerce strategy. [ more ]

Skift

How Travel Brands Can Turn Customer Data Into More Direct Bookings

Travel brands can leverage AI and first-party data for more effective customer data strategies

Companies should focus on building complete customer identity profiles for personalized marketing [ more ]

MarTech

Improve your return on ad spend with first-party data | MarTech

Effective advertising on Meta requires a strong data strategy based on first-party data.

Meta Conversions API provides EMQ scores to optimize ad performance by matching customer data with Meta accounts. [ more ]

Forbes

Council Post: Navigating The New Digital Landscape: Strategies For Adapting To The Phasing Out Of Third-Party Cookies

Third-party cookies enable cross-site tracking and targeted advertising.

Businesses need to adapt to a new digital advertising environment focused on user consent and privacy. [ more ]

AdExchanger

Privacy professionals

Rebounding After A Toxic Relationship With Cookies | AdExchanger

Valentine's Day spending expected to hit a record $14.2 billion this year

Brands need new tactics to grab a share of next year's spend [ more ]

AdExchanger

Privacy professionals

Cookies Will Finally Die In 2024: Here's Why Advertisers Should Celebrate The Upgrade. | AdExchanger

More brands and agencies are building out their first-party data strategies as third-party cookies are being phased out.

Privacy concerns and policy action are pushing the tech world to develop new privacy options and offerings. [ more ]

MarTech

Webinar: Beyond silos - data collaboration strategies for marketing success | MarTech

First-party data is becoming more important for digital marketers as cookies are phased out.

Data collaboration strategies can help marketers preserve adressability and reduce media waste. [ more ]

MarTech

Navigating the future of marketing with data | MarTech

Data is a constant in digital marketing, despite industry transformations.

Building strong data foundations and gathering first-party data are essential for effective digital marketing. [ more ]

Digiday

Though cookie alternatives are out there, agencies have their issues with them all

Agencies face challenges in finding third-party cookie alternatives, including changes in audience size and standardization obstacles.

First-party and zero-party data are becoming more important as third-party cookies phase out, but smaller brands may face limitations in scaling due to increased media expenditure. [ more ]

AdExchanger

Were We Wrong About the Value of First-Party Data? | AdExchanger

First-party data may not be as revolutionary as originally thought

Many DTC brands that relied on data-driven strategies are struggling financially [ more ]

The Drum

How a leading car finance broker is driving marketing performance on a privacy-first web

Car Finance 247 uses first-party data to maximize performance marketing channels on a privacy-first web.

Search advertising is the biggest volume driver for Car Finance 247, and accurate measurement using first-party data is crucial for continued performance. [ more ]

www.fastcompany.com

Media industry

Media companies should turn to the Three R's in order to navigate the tech landscape

Reduce reliance on third-party platforms like Google and Facebook for audience reach and traffic.

Leverage first-party data to create customized experiences and drive revenue opportunities. [ more ]

MarTech

Alternatives to third-party cookies: The state of play | MarTech

Marketers are not fully prepared for the phase-out of third-party cookies

Alternatives to cookies include first-party data, contextual advertising, identity resolution, and Google Topics [ more ]

Forbes

Council Post: 20 Expert Predictions On The Biggest Agency Trends Of 2024

Clients will prioritize first-party data

Brand marketing will win out over performance marketing

AI's content optimization at scale will be transformative [ more ]

Forbes

Online marketing

Council Post: The Growing Potential Of Retail Media Networks

First-party data from loyalty programs is crucial for success in retail media networks.

Retail media networks provide an opportunity to bypass competition and improve ad effectiveness. [ more ]

MarTech

Informa Tech/TechTarget merger would create a B2B data giant | MarTech

The merger between Informa Tech and TechTarget has the potential to create a B2B data giant.

The new company will have access to a large portfolio of web properties, analyst firms, and digital platforms, providing ample first-party data. [ more ]

AdExchanger

First-Party Data Takes Center Stage As Agencies Ready Their 2024 Commerce Strategies | AdExchanger

Agencies are no longer panicking about the end of third-party cookies because clients are not panicking or procrastinating as much.

Many advertisers are using the extra time to focus on first-party data strategies and gather direct access to customer data. [ more ]

Forbes

Council Post: The Strategic Arsenal Every Chief Marketing Officer Needs In 2024

Heading into 2024, chief marketing officers need a strategic arsenal of tools to navigate the rapidly evolving marketing landscape.

First-party data, adaptability, artificial intelligence, and extended reality are key components of a successful marketing toolkit in 2024. [ more ]

Digiday

Digiday+ Research roundup: Third-party cookies, Meta's platforms and generative AI were 2023's biggest trends

This year has been a bit of an emotionally exhausting one, whether you're talking about marketing or media.

MarTech

Business intelligence

AI is only as smart as the data you feed it | MarTech

First-party data is crucial for maximizing revenue and profitability in marketing.

Predictive analytics and AI technologies can lead to unparalleled performance outcomes in Google Ads campaigns. [ more ]

AdExchanger

5 months ago