Identity Market: Companies Underestimate First‑Party Data Value — Peter Lorenz

In an interview, Peter Lorenz (Director Business Development and Product Marketing at emetriq / T Advertising Solutions) argues that companies often undervalue their first‑party data and should prioritise data quality, consent and matchability over raw volume. He explains emetriq’s consent‑based approach: hashed login and web movement data from premium partners are matched via a Trusted Third Party to create seed audiences that can be scaled into lookalikes and activated on DSPs or matched to services like Utiq and SSP Equativ. Lorenz sees AI and large language models as both an opportunity for new audience modelling and a privacy/data‑sovereignty risk. He recommends advertisers: (1) inventory and understand existing data, (2) run small tests (e.g., reactivation campaigns), and (3) measure outcomes to prove value. He also defends the open web as a competitive advertising channel when combined with proper identity and data activation solutions.