First-party data has become an increasingly important piece of the audience identity puzzle, with brands eager to use their proprietary data for audience targeting and measurement on their campaigns. First-party data is not perfect, and third-party data can be an invaluable tool to fill gaps and help advertisers identify target audience segments they might otherwise miss.
Hear from Paramount’s Travis Scoles, TelevisaUnivision’s Matt Weinman and LiveRamp’s Jake Kramer on the role of first-party data. Spoiler: a successful audience identity strategy should not hinge on an either/or discussion, but should include both first- and third-party data.