The rush for first-party data means brands must double down on owned channels

Privacy regulations mean brands are doubling down on first-party data from owned channels, but to understand its full potential they must first agree on a definition and metrics.

If marketers are concerned about the effectiveness of the media they buy, could the answer be focusing more on the media they own – their websites, branded apps, messaging, email and in-store experiences? That is the question being asked by a new IPA research programme which seeks to offer marketers a better understanding of the power of those channels a brand has control over, so that their effectiveness can be measured against media it has earned or paid for.

Fiona Blades, CEO of Mesh Experience, has kick-started a three-year research programme with in-depth interviews with more than 20 industry leaders...

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