Take a new approach to digital marketing based on transparency, relevance, and delivering real value to your audience.

First-Party Data Activation shows you how to drive consistent, compound growth by developing a world-class approach to your first-party data. You'll discover how to capture, manage, and activate first-party customer data to launch elite, massively personalized marketing campaigns across the customer lifecycle– all with your user's consent.

In First-Party Data Activation you will learn how to:

• Transition away from cookies and third-party tools
• Modernize your marketing technology with data lakehouses and composable CDPs
• Build sustainable and privacy-compliant data collection strategies
• Hyper-personalize and collaborate using generative AI and data clean rooms
• Embed transparency, consent, and data ethics in your marketing process
• Drive faster marketing operations to achieve higher growth for your company

In a rapidly-evolving digital ecosystem, marketers who rely on outdated approaches like third-party cookie collection risk falling behind their competitors. First-Party Data Activation teaches you to build a modern marketing strategy that’s based on first-party data—the data freely given through login events, page views, product clicks, payment info, and more. You’ll utilize technologies like composable customer data platforms (CDPs), data lakehouses, data clean rooms, and generative AI to improve your targeting and personalization, all while ensuring data is handled to the highest privacy standards.