First-party data is gold for engaging and retaining existing customers. It’s even more powerful when layered with other high-quality data and modeled for scale. DMPs and CDPs can unite to make this a reality, without the need to rely on third-party cookies.
What does this look like? Lotame’s Chris Hogg, Global Head of Platform Sales, discusses the benefits of DMPs, CDPs, and how they can be combined to create a solution for marketers to analyze, model, and activate first-party data at scale. Read the excerpt below, and find the full story on New Digital Age.
“Data is at the heart of everything a modern business does, especially when it comes to delivering the best service and experience to customers. But with the depreciation of third-party cookies, brands could be left in the lurch, leaving them without a method to accurately pinpoint consumers as they progress on their purchase journey.
First-party data strategies have emerged as a powerful answer, but the challenge is how companies can effectively collect, manage, and make the most of this data in order to understand both known and unknown consumers.”
Read the full story on www.newdigitalage.co.