The State of First-Party Marketing Data

Data-driven marketing today demands a new mindset. GDPR, Europe’s sweeping privacy legislation, has reined in data collection and sharing practices, while new laws like the California Consumer Privacy Act (CCPA) signal similar change is afoot in the U.S. And, as Safari and Firefox continue cracking down on browser cookies — and thus access to third-party data for ad targeting — the availability and reliability of a brand’s first-party data matter more than ever.