From left: AdExchanger Executive Editor Sarah Sluis; Martin Kihn, Salesforce; Erin Foxworthy, Snowflake; and Matt Kilmartin, LiveRamp. Signal loss has led advertisers to invest heavily in their ...

While getting website visitors to share their contact info can generate first-party data leads, the challenge lies in gaining their trust first by delivering real value.

Once a staple resource for garnering business insights, third-party data—the information collected and aggregated by unrelated data providers—will soon be obsolete. In light of new privacy regulations ...

Editor’s Note: Despite Google’s recent announcement decision to scrap third-party cookie deprecation in Chrome, Colgate-Palmolive continues to test and invest in first-party data strategies as an ...

Nielsen will let the media outlets it tabulates add their own audience data to its ratings calculations, a move that the measurement giant sees as an inevitable one in the age of streaming but that ...

Are you a print subscriber? Activate your account. By Ad Age and Creativity Staff - 2 days 4 hours ago By Erika Wheless - 2 days 4 hours ago By Tim Nudd - 2 days 7 hours ago By Erika Wheless - 2 days ...

When Google launched its Privacy Sandbox, the news rang alarm bells for B2B marketers and advertisers. This signaled an end to third-party cookies on Google Chrome ...

Google Analytics launches Customer Match beta, enabling advertisers to enhance remarketing using first-party data instead of third-party cookies. Google Analytics now lets advertisers use first-party ...

Google is rolling out two new features to help you navigate the evolving digital privacy landscape and strengthen first-party data strategies. Why we care. Despite Google deciding to roll back on its ...

Today in healthcare marketing, reliance on third-party data has consistently raised questions regarding accuracy, compliance, and effectiveness across programmatic initiatives in both non-endemic and ...