New year, same problems. 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. The trend is evidenced by a sharp increase in the number of clients asking that first-party and other data signals be shared with cloud environments for clients to manage themselves, according to Nate Carter, vp of digital sales for Dun & Bradstreet.
Carter estimates those requests hovered around five for the entirety of 2024 and then skyrocketed to 10 per month in 2025. He’s not the only one who has noticed this trend.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Deixe um comentário