![]() ![]() For these companies to get the data they need, innovation is critical. Few consumers need or want to share their information with the company that produces their favorite candy bar. In industries, such as consumer packaged goods, first-party data is scarce. Brands in this sector are built on the foundation of first-party data and the creative ways they activate it. ![]() Direct-to-consumer retail is one example. For example, there are specific industries where consumers more readily submit personally identifiable information (PII). For third-party data, DMPs connect to third-party data brokers or corporate partners.Īnother challenge has to do with the way different industries operate. DMPs typically pull first-party data from CRM software or company-owned channels such as websites, landing pages, or email. The truth is that DMPs do manage first-, third-, and second-party data. There have been doubts about whether data management platforms can effectively collect and manage this type of data. Today there is a greater focus on first-party data. Personally identifiable information (PII)Īny information that identifies a person or allows that person's identity to be directly or indirectly inferred, including any information that is linked or linkable to that individual.
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