Retail Marketing Shifts to First-Party Data

FIRST-PARTY DATA TAKES CENTER STAGE AS THIRD-PARTY COOKIES DECLINE IN RETAIL MARKETING By: Shelby Publishing Date: 06/06/2024

Shift to First-Party Data

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Regulatory Changes

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Rise of AI and Machine Learning

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Adtech and Martech Growth

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Opportunities for Innovation

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Paradigm Shift

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Consumer Consent and Privacy

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Retail Media Growth

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Open Market for Media Buying

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Targeted Advertising

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Shift to First-Party Data

Retailers are increasingly relying on first-party data for accurate insights into customer behavior and preferences.

Regulatory Changes

Data sourcing, usage, and protection have become crucial due to new regulations, pushing the shift from third-party to first-party data.

Rise of AI and Machine Learning

These technologies are enhancing contextual messaging and campaigns by leveraging first-party data.

Adtech and Martech Growth

Despite concerns, adtech and martech deal volumes increased by 82% year-on-year, driven by new technologies and data understanding.

Opportunities for Innovation

Companies adopting first-party data strategies can embed data privacy and drive innovation.

Paradigm Shift

The transition away from third-party cookies represents a significant change in the industry, fostering a cleaner and more private internet.

Consumer Consent and Privacy

Emphasizing consumer consent and privacy is now essential for adtech companies.

Retail Media Growth

Retail media, utilizing first-party data, is gaining traction and shifting budgets away from platforms like Meta.

Open Market for Media Buying

Media can now be purchased from a variety of sources with first-party data, broadening the market.

Targeted Advertising

First-party data enables highly targeted advertising options in sectors like real estate, automotive, and retail, improving decision-making and planning.