Observed Signal · Feb 16, 2023 · Partnership · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
First-Party Data Strategy: The No. 1 Data
The article argues that Third-Party Identifiers are losing effectiveness and brands should pivot to First-Party data by building internal customer IDs and partnering with a neutral identity provider. It outlines a practical path: unify and consolidate data across channels, activate First-Party data for measurement, analytics, and media buying, and continuously clean, enrich, and organize data to support the full customer journey. It stresses consent-based use and privacy controls (encryption, data movement controls, pseudonymized IDs) to protect data and maintain consumer trust. The piece emphasizes data collaboration as a core component of modern marketing, noting that partners with rich First-Party data can unlock new insights (e.g., a flight company partnering with a luxury goods firm). It also warns about data fragmentation and latency and urges brands to prepare now for a cookieless future by adopting alternative strategies and technical foundations. The article is authored by Kolja Brosche of LiveRamp, with content produced in collaboration with LiveRamp.
Discusses first-party data strategy and data collaboration; relevant to AdTech but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Build an internal customer ID to unify and consolidate First-Party data for measurement, analytics, and activation with partner data.
- Activation of First-Party data should be consent-based, employing privacy controls such as encryption and pseudonymized IDs.
- Data collaboration between companies is presented as a central part of modern marketing, including cross-industry partnerships to gain consumer insights.
- A real-world example describes a flight carrier forming a data partnership with a luxury goods company to glean shopping habits.
- The article stresses that Third-Party cookies and mobile identifiers are fading and brands should prepare now for cookieless futures.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
OpenAI Enhances ChatGPT Ads with Image Formats and Measurement
OpenAI is expanding its ChatGPT advertising offering with a new visual ad format that uses image carousels, initially appearing during image generation. The ads are clearly labeled and separate from content, and the rollout begins in October 2026 for US users and select advertisers, with plans to reach over 60 markets. ChatGPT now surpasses 1.2 billion weekly users, making it the largest AI-based consumer platform. Early results show strong performance, such as WeightWatchers' 15.3% lower cost per acquisition and high new-visitor rates for brands like Dose and Portland Leather. However, a TrafficGuard study reveals that ad clicks are 3.6 times more likely to come from datacenters or proxies compared to Google Ads, with invalid click rates ranging from 0.1% to 34%, indicating early ad fraud challenges. Advertisers are encouraged to verify performance independently.
Built for the Moment: Political Advertising that Reaches Voters When it Matters Most
New blog post published on October 5, 2026, discussing political advertising strategies for reaching voters at critical moments.
Agencies Rethink Ownership of Agentic AI and Data
At Programmatic IO in New York, agency leaders debated the future of data and AI tool ownership. Executives from S4 Capital, Horizon Media, Dentsu, and WPP agreed that agencies should avoid owning client data and AI models to maintain neutrality and avoid conflicts of interest. They highlighted a shift from FTE-based compensation to outcome-based pricing and licensing AI tools to clients. The panel also discussed AI's impact on DSPs, with WPP's McAndrew noting a move toward agent-to-agent interactions and increased supply-chain compression. Sorrell warned of Big Tech platforms like Meta becoming end-to-end threats, pushing agencies to become validators. The discussion reflects a broader industry trend away from data ownership, contrasting with Publicis's acquisition of LiveRamp.
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