"I have a feeling first-party data may not matter very much," said media futurist/media agency exec Rishad Tobaccowala during ...

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 ...

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 ...

How publishers are using AI to gather and enrich first-party data is examined in this INMA and OpenAI Webinar. Generative AI is helping publishers gather and enrich first-party data by powering ...

The new framework helps U.S. and global B2B marketers drive a higher-quality pipeline through first-party data, verified content engagement, and privacy-first execution.

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 ...

Four in five global consumers aren’t aware of how companies use their data, suggest a survey from Cisco. With the impending ban on third-party cookies, the relationship between brands and consumers is ...

Nielsen will let the media outlets it tabulates add their own audience data to its ratings calculations, a move that the measurement giant sees as an inevitable one in the age of streaming but that ...