3 questions to ask yourself in the sprint to scale first-party data

The slow march to widespread adoption of first-party data became a full-on sprint last year—and it hasn’t slowed. Originally driven by consumers through privacy laws and regulations, the deprecation of third-party cookies and mobile ad identifiers has required marketers to take stock of their first-party data assets. Thankfully, the majority of marketers we surveyed last year (61.9%) were focusing on first-party data strategies to meet the pending changes.

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Boost new customer retention through connected partnerships

CPG brands saw a massive increase in sales during COVID-19. With consumers sheltered at home, they found comfort in traditional products and brands and discovered new brands when their favorites were out of stock. As most CPG categories experienced double-digit growth in 2020 – and CPG overall grew an unprecedented 11% - brands also saw an influx of new customers.

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