How companies can maximise the value of their own data
DMEXCO 2024, themed ‘Prompting the Future,’ emphasised the importance of leveraging first-party data in digital marketing strategies. Google highlighted how businesses can even use AI to activate first-party data, making campaigns more effective and profitable. This approach is essential in an evolving landscape where privacy concerns and the loss of third-party cookies limit third-party data access.
The event showcased how companies can maximise the value of their own data, particularly for targeting, personalisation, and performance measurement. This also means keeping one’s sovereignty and not depending on third party actors (and their often delayed agendas), which goes along with the promise our product is made of at First-id.
Cyril Genty, COO & Co-Founder, First-id