How to move to a first-party data marketing strategy  

Most marketers are well aware of the increase in privacy regulations over their data collection activities. These laws, such as the GDPR and CCPA, are designed to protect the privacy of consumers. But they’re also causing marketing teams to shift away from strategies centered on third-party data.

“The core of the shift is really moving from targeting consumers using third-party data to knowing consumers very well,” said Giusy Buonfantino, VP of CPG Industry Solution at Google Cloud, in her MarTech presentation. She added, “Personalize experiences and do it in a way that’s privacy-centric, protecting the choices of the consumer.”

Here are some first steps brands can take to shift their third-party data strategies. Inventory third-party tags and choose first-party data replacements. Build a singular customer ID system that can scale and support active profiles. Deliver omnichannel customer experiences. Brands should focus on delivering great customer experiences across every touchpoint. This will help build consumer trust and provide marketers with relevant first-party data.