From a rejection of media trading to an embrace of data-centricity, contributor Blaise Lucey speaks to the IAB president about moving the industry forward.
First-party data — it's what a company generates through interactions with their customers. It can include transaction data, website visitation, marketing, Customer Relationship Management (CRM) data and more. All of these data sources can and should be used to inform your understanding of who your existing customers are and how to attract new ones.
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