It took the Cambridge Analytica revelations for Facebook to nix third-party data access through its Partner Categories tool, and the change is pushing marketers toward more first-party data sources. eMarketer's Sean Creamer spoke with Danny Kourianos, senior vice president of marketing at Rakuten Marketing, an integrated marketing solutions firm specializing in first-party data, about how the media frenzy resulted in a positive movement for the marketing industry. Kourianos was interviewed as part of eMarketer's June report, "Changes to Facebook Advertising After Cambridge Analytica: What's Happening with Usage, Advertising and Data Privacy."

But third-party data didn't perform well, because of the dubious nature of its collection. Marketers are using their first-party data—or first-party data like ours—that has weathered Facebook's aggressive data restrictions.