Learn why first-party data plays an increasingly important role in how automated ad campaigns are optimized and measured.

In 2020, when Google first announced its plans to eliminate third-party tracking cookies, it sent marketers scrambling for alternative data sources and new marketing strategies. Now, with the recent ...

The economic role of customer data has changed. For more than a decade, first-party data has been treated as a cost of doing business. Brands collected it, stored it, protected it, and activated it ...

When Brigitte King heard about Google’s third third-party cookie deprecation delay in April, she thought, “Oh no, here we go again.” As the chief digital officer of Colgate-Palmolive, a big part of ...

From left: AdExchanger Executive Editor Sarah Sluis; Martin Kihn, Salesforce; Erin Foxworthy, Snowflake; and Matt Kilmartin, LiveRamp. Signal loss has led advertisers to invest heavily in their ...

With recent shifts in privacy regulations and advertising technology, first-party data has become a powerful asset for pay-per-click advertisers. While Google abandoned its plan to phase out ...

For decades, independent retailers built customer relationships the old-fashioned way. Handshakes, trust, memory and a good ...

Editor’s Note: Despite Google’s recent announcement decision to scrap third-party cookie deprecation in Chrome, Colgate-Palmolive continues to test and invest in first-party data strategies as an ...

In an era defined by data privacy concerns, evolving consumer behaviors, and the ongoing deprecation of third-party cookies, enterprises face a pressing need to prioritize first-party data as a ...

Looking to make the connection between Walt Disney’s own first-party data with global advertisers' first-party data, the company will start by offering its BridgeID platform to Latin America markets.

The customer experience has never been more important for pharmaceutical and life sciences companies. From patients and providers to caregivers and payers, customer expectations have become ...