Industry Experts to Discuss Unlocking First-Party Data at Programmatic Summit
· 2d ago · Originally reported by Exchange4Media
A group of industry professionals will gather at the e4m Programmatic Summit to discuss strategies for brands to leverage first-party data in digital advertising. The event aims to explore practical approaches for brands to maximize the value of their own customer data in programmatic campaigns.
Why it matters
As privacy regulations tighten and third-party cookies phase out, brands need to find new ways to use their own data for targeted advertising. Understanding how to unlock first-party data is crucial for effective and compliant digital marketing.
Explain it like I’m new here
It's like learning how to use your own address book to send birthday cards instead of borrowing someone else's list.
Read the original at Exchange4Media
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
First-party data
First-party data is information a company collects directly from its own customers or audience, such as purchases, sign-ups, app use and site behaviour, through its own channels.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
Go deeper
Related stories
Viant Expands Direct Access Offering Amid Analyst Ratings Update
Viant Technology has expanded its Direct Access product, which is likely aimed at enhancing how advertisers and agencies interact with its platform. The news coincides with updated analyst ratings for Viant's stock, reflecting market…
OpenX Appoints John Rogers as SVP of Global Publisher Development
OpenX has hired John Rogers, a former Roku executive, to serve as Senior Vice President of Global Publisher Development. Rogers will oversee efforts to expand and strengthen relationships with publishers worldwide.
Lacuna Introduces Integrated Programmatic Advertising Ecosystem
Lacuna has launched a new platform designed to unify various aspects of programmatic advertising into a single ecosystem. The offering aims to streamline the buying, selling, and management of digital ads for advertisers and publishers.
Haleon Expands Advertising with Programmatic Digital Out-of-Home
Haleon is moving into programmatic digital out-of-home (DOOH) advertising, signaling a shift beyond traditional small screen formats. This approach allows the company to automate and optimize ad placements on digital billboards and screens…
European TV Group Proposes Solutions to Programmatic Advertising Challenges
A European television initiative has outlined new proposals aimed at addressing obstacles in programmatic advertising for TV. The group seeks to improve how automated ad buying works across the region’s broadcasters.
Lacuna Launches Programmatic Advertising Platform 'Lacuna Ads'
Lacuna has announced the introduction of 'Lacuna Ads', a new programmatic advertising ecosystem. This platform aims to streamline digital ad buying and selling through automation and data-driven targeting.