Nancy Marzouk

Marketers are about to feel the effects of third-party cookie loss and mobile ad id depreciation in an entirely new way. As brands embraced identity as a new targeting option, third party data has acted as the “glue” between sets of first party data. A marketer typically doesn’t house every insight about an individual in a single database and works with a variety of partners and providers. Third-party data knits these disparate insights together.

As first-party data moves front and center, CMOs are looking to make maximum use of the first-party data the company has available, and the CIO is eager to help. The two share a common goal of using data to properly engage customers and prospects, while also protecting all sensitive data.