Observed Signal · Feb 5, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
First-Party Data as a Success Factor: Time Is Now
Commanders Act's First Party Tour in Germany highlights cookieless data strategies, emphasizing server-side tracking and new identifiers to boost ROAS amid Google's move to rethink third-party cookies. The Hamburg stop, hosted at Meta's offices, featured Michael Froment, Andrea Bovarini and Alexandra Rohm, with data experts Stela Yoncheva and Grazia Corsaro, offering workshops and one-to-one sessions. The program centers on four pillars—First Party Tracking, First Party Hosting, Master ID, and Serverside Tracking—and notes CRM data as a key asset with potential ROI uplift of 15–30% when optimised. Commanders Act serves 500+ clients and 10,000+ users, and positions its Europe-based solution alongside partnerships with Google, Forrester, Gartner, and access to 12,000 connectors across platforms such as TikTok, Instagram, Snapchat, Google Ads, AWS, Shopify, Criteo, LinkedIn, and YouTube. Four stops were planned in Jan 2025 (Munich, Berlin, Hamburg, Cologne).
Industry-wide shift to first-party data and cookieless strategies; involvement of a leading MarTech vendor in a major regional tour.
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Key Takeaways & Evidence Grounding
- Commanders Act's First Party Tour in Germany had four stops in January 2025: Munich, Berlin, Hamburg, Cologne.
- Hamburg stop was hosted at Meta offices with Michael Froment, Andrea Bovarini, Alexandra Rohm and data experts Stela Yoncheva and Grazia Corsaro; included one-to-one workshops.
- Four pillars discussed: First Party Tracking, First Party Hosting, Master ID, Serverside Tracking.
- CRM data optimisation can boost ROI by 15-30%.
- Commanders Act serves 500+ customers and 10,000+ users; Europe-based solution; Google Partner; collaborates with Forrester and Gartner; has access to 12,000 connectors across TikTok, Instagram, Snapchat, Google Ads, AWS, Shopify, Criteo, LinkedIn, YouTube.
Connected Companies & Entities
5 Entities mappedOntology Mapping & Concepts
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