In 2020, when Google first announced its plans to eliminate third-party tracking cookies, it sent marketers scrambling for alternative data sources and new marketing strategies. Now, with the recent ...

Learn why first-party data plays an increasingly important role in how automated ad campaigns are optimized and measured.

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 ...

When Brigitte King heard about Google’s third third-party cookie deprecation delay in April, she thought, “Oh no, here we go again.” As the chief digital officer of Colgate-Palmolive, a big part of ...

With recent shifts in privacy regulations and advertising technology, first-party data has become a powerful asset for pay-per-click advertisers. While Google abandoned its plan to phase out ...

The restaurant industry is undergoing rapid transformation, driven by the need for efficiency, guest engagement, and sustainable growth. Qu’s 2025 State of Digital Report, drawing insights from 170 ...

Google Ads now lets advertisers connect external data to conversions, improving measurement and performance.

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 ...

In an era defined by data privacy concerns, evolving consumer behaviors, and the ongoing deprecation of third-party cookies, enterprises face a pressing need to prioritize first-party data as a ...

Looking to make the connection between Walt Disney’s own first-party data with global advertisers' first-party data, the company will start by offering its BridgeID platform to Latin America markets.

When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. NEW YORK—The Media Rating Council (MRC) has approved the integration of first-party live ...