Originally published: Marketing Magazine, 18 November 2020
The era of third-party data is coming to an end as modern people demand greater privacy and data protection. Tasneem Ali writes about first-party data and how it can enable advertisers and publishers to still grow and evolve in a consensual way with consumers.
‘First-party data’ is the trending phrase on the lips of marketing professionals across the globe but it is not actually new. It has long been the foundation of many of the most successful marketing campaigns for multiple companies. When you consider that first-party data is information (including demographics, behavioural and contextual data) that is obtained directly from individuals, it makes logical sense to leverage that data to increase future sales.