Power in your hands – the importance of first-party data in a post-cookie world

This event report analyses the uses of first-party data, or people-based advertising, in place of cookies.

The data that has the most power to transform a business and its communications with consumers is already held by brands themselves, the I-COM annual data summit heard.

Rick Bruner, VP of research & analytics at the advertising technology company said the days of relying on digital cookies to track consumers online were effectively over, placing greater importance than ever on the data that businesses have collected on their own target audience and that is exclusive to them.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands