You’ve been discussing the importance of a first-party data strategy with your client, but they’re questioning why they need to make that adjustment when their internal systems rely on third-party data and cookies. How would you explain to your client the benefit of using their own first-party data?

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Accepted Answer

First-party data is information you collect directly from your consumer with consent. With regulatory and technology changes, first-party data is the durable foundation that allows you to maximize your campaign performance.

Answer

First-party data allows you to completely bypass data privacy regulations in all regions. Because this data is collected from users directly by you, there are no legal restrictions on how you can use it for advertising.

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With first-party data, you can improve your advertising performance by showing more relevant ads to your users and gain revenue by selling your user information to other companies.

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Although third-party cookies provide the most durable solution for measuring conversions, adding your first-party data can help you to enrich your campaigns and deliver more relevant ads to your consumers.