first party data

From influencer clouds to data clean rooms and sports media, a new wave of EU‑anchored acquisitions is quietly building the operating system for post‑cookie, AI‑powered marketing.

WPP Enterprise Solutions will launch with an initial portfolio of proprietary solutions designed to help organisations accelerate growth in an AI-powered economy.

The Performance Engine's new Audience Agent turns first-party data into high-value audiences that drive measurable revenue.

AI-driven marketing demands better data than fragmented stacks can deliver. Max Groth of Decentriq explains how data clean rooms close the gap—with outcome evidence from two published campaigns.

Leaders from retail, commerce, advertising, and adtech explored how retail media networks (RMNs) are evolving beyond ad inventory into data-driven growth engines that deliver measurable business outcomes across channels.

Brands can easily build custom audiences based on Gopuff's rich first-party data to power more personalised, relevant, and effective advertising campaigns.

Agentic marketing is less dependent on third-party data than many of the approaches that came before it. Its strength comes from making better use of what organisations already have. That is first-party customer data combined with real-time enterprise signals like orders, inventory, and service interactions, says Jessica Keehn, CMO, SAP Customer Experience.

The partnership accelerates InMobi Advertising’s broader Ad Experiences strategy, which packages inventory, targeting, and measurement into outcome-engineered solutions.

We need to move past the broken notion that you must choose between a legacy storage-based CDP and a modern, composable platform that only one vendor understands, says Zack Wenthe, Director of Product Marketing & Customer Data Evangelist at Tealium.

Project Gravity enables signal monetisation and identity resolution, enabling advertisers to optimise campaigns for targeting, suppression, frequency-capping, and more in a privacy-compliant manner.