You’ve been discussing the importance of a first-party data strategy with your client, but they’re questioning why they need to make that adjustment when their internal systems rely on third-party data and cookies. How would you explain to your client the benefit of using their own first-party data?

If a client is unsure about moving away from third-party data and cookies, you should explain that first-party data is collected directly from their customers with consent, and that ongoing regulatory and technology changes make first-party data a more durable and reliable foundation for maximizing campaign performance.

• First-party data allows you to completely bypass data privacy regulations in all regions. Because this data is collected from users directly by you, there are no legal restrictions on how you can use it for advertising.
• With first-party data, you can improve your advertising performance by showing more relevant ads to your users and gain revenue by selling your user information to other companies.
• First-party data is information you collect directly from your consumer with consent. With regulatory and technology changes, first-party data is the durable foundation that allows you to maximize your campaign performance.
• Although third-party cookies provide the most durable solution for measuring conversions, adding your first-party data can help you to enrich your campaigns and deliver more relevant ads to your consumers

Explanation:

First-party data is information that a business collects directly from its customers with their consent, such as website interactions, purchase history, or email subscriptions. As privacy regulations continue to expand—along with changes like the phase-out of third-party cookies—depending on third-party data is becoming less reliable and harder to sustain. First-party data offers a long-lasting, privacy-compliant foundation for understanding customers. Because it is accurate and directly sourced, it enables more precise targeting, better personalization, and improved measurement, helping advertisers maximize campaign performance and remain effective as the digital environment continues to evolve.