Why First Party Data Should be Your First Priority
As the impact of GDPR crystallizes, not surprisingly, walled gardens are imposing a new wave of data restrictions on advertisers. Their narrow interpretation of GDPR regulations is limiting agencies access to data, measurement and ad serving. This is triggering advertisers to become increasingly interested in a full view of their digital supply chain and greater transparency to measure and improve their media spend.
Stringent privacy regulations, are creating a variety of potential risks for agencies and brands without access to data. Fortress style platforms cut-off access to third-party data for ad-targeting, forcing brands to rely solely on their own first-party information. Fortunately brands can still transparently enrich their data with accurate third-party information to engage consumers across all third-party websites.
All of this upheaval is creating several new trends.