As consumer demand for privacy grows, rather than depending on data collected by third parties, marketers are pivoting strategies to rely on first-party data to break through to new audiences. The move from third-party cookies to first-party data is an opportunity for marketers to build trust with their customers and deliver personalization through a privacy-centric strategy.

In this guide, we outline everything you need to know to build optimal experiences for consumers using first-party data. You’ll learn:

• Why first-party data benefits your efforts.
• How and where to collect first-party data.
• Best practices around data collection and usage.
• Recommended technologies for streamlining your processes.
• And we include a few real-world examples of how brands are leveraging first-party data today.