Observed Signal · Oct 6, 2026 · Interview · Source: Meedia · Impact: 3/5 · Sentiment: Positive
E-commerce Brands Waste First-Party Data Value, Expert Says
In an interview, Aleksi Montonen argues that many e-commerce retailers significantly underestimate the value of their first-party data. They often treat it merely as an email list for newsletters or measure the size of their customer base, ignoring the potential of inactive and passive customers. Montonen highlights a case where a retailer loses €700,000 annually from VIP customers becoming passive. He advocates for a transparent value exchange where consumers willingly share data in return for tangible benefits like personalized recommendations or exclusive perks. The discussion also covers Sanoma's project, where Montonen's company helped build a secure data-matching bridge in real time without compromising data sovereignty or relying on third-party cookies. Montonen emphasizes that AI increases the value of first-party data, as predictive AI requires clean, deterministic historical data. He stresses the importance of unifying customer data for effective AI strategies and reducing dependence on big tech advertising platforms.
Article highlights the strategic value of first-party data and its role in reducing dependency on third-party cookies, a key trend in AdTech.
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Key Takeaways & Evidence Grounding
- Aleksi Montonen states that many e-commerce retailers lose significant revenue by not reactivating passive customers, citing an example of a retailer losing €700,000 annually.
- First-party data is seen as a strategic asset that reduces dependence on expensive Big Tech advertising platforms.
- Sanoma, Finland's largest publishing house, is building a data-matching bridge to enable retailers to transfer target audiences without third-party cookies.
- Montonen argues that AI increases the value of first-party data, requiring clean, deterministic historical data for predictive AI.
- Consumers are willing to share data if they receive tangible benefits such as personalized recommendations or exclusive perks.
Connected Companies & Entities
1 Entity mapped“Sanoma setzt beim Targeting auf die Mitarbeit der Leser - Finnlands größtes Verlagshaus, erreicht rund drei Millionen Menschen....”
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