The future of identity
This article is part of a series of articles from the WARC Guide to the future of identity. Read more.
Developing a first-party data strategy
When the industry refers to first-party data, it’s usually always referenced in a digital context – for example, data from users who’ve visited a brand’s website, or an email address within a brand’s CRM.
This points to the first step for marketers. In order to obtain first-party data, a brand must have or be able to generate some digital presence in both online and offline environments, with the two...