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 Viant, 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.

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