Learn how first- and third-party data segmentation can improve a brand’s strategy, targeting, and personalization efforts. In this video, Jonathan Drost, senior manager, consulting services at Neustar, a TransUnion company, shares how consistency, precision, and measurement can help marketers deploy the right message, on the right channel, and at the right time to engage with target consumers.

In preparation for the cookieless future, marketers are homing in on first-party data to target consumers. Worldwide, 36% of marketing professionals expect that customer purchase history will be their most valuable source of data once third-party cookies are gone. Meanwhile, 32% see social media profiles as key, and 31% plan to rely on website registrations.

Proposed open banking guidance allowing consumers to share financial data with third parties is reportedly delayed by concerns over safeguarding data.

Amazon faces investigation into use of third-party seller data: As the SEC looks into Amazon business practices, Congress asks the DOJ to investigate the company for obstruction, which could heighten regulatory pressure on Big Tech.

Third-party identifiers, upon which programmatic digital display was built, have been under fire for years. Regulatory scrutiny has heightened and consumer sentiment around privacy has grown in favor of increased transparency into, and control over, where and how companies use personal data.

Find out how brands are taking an active approach as data privacy regulations materialize

Third-party cookies may be going away, but first-party data is still yours to own, manage, and protect

A PYMNTS report outlines how banks and third-party financial services companies can remove an impediment to winning over consumers’ trust by improving data-consent processes.

The deprecation of the third-party cookie in Chrome will be significantly disruptive for publishers that monetize their sites with advertising. Here’s how web publishers are preparing for a future without third-party cookies.

Third-party cookies have long been a cornerstone of digital advertising in Latin America, and their imminent demise means that retailers’ first-party data will be more valuable than ever to brand marketers when planning and implementing their campaigns.

Increased Adoption of Data Clean Rooms. Data clean rooms are secure digital environments where multiple parties can commingle their first-party data to facilitate the generation of audience and campaign insights. Clean rooms allow for data collaboration without exposing raw data to any other party, preserving consumers’ privacy and the commercial interests of each business contributing data.

Today, marketers have to juggle third-party cookie loss and new data privacy legislation, impacting their ability to identify customers and create a strong data foundation

It’s worth noting that advertisers are also using acquired third-party data sets—and even “second-party” data sets resulting from data partnerships or collaborations—to create and target audiences on Facebook. But first-party data will be increasingly valuable for lower-funnel or mid-funnel campaigns post-iOS 14.5. Custom Audiences and Lookalike Audiences. A Note on Custom Audiences.