The First-Party Data Opportunity

Market Insights for Sales Teams

Report by Yoram Wurmser  | Feb 5, 2025
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About This Report
First-party data makes personalization possible in the wake of signal loss from privacy restrictions, but taking full advantage of the opportunity requires overcoming a series of obstacles.
Topics
Data
United States

The nearly $348 billion US digital ad market faces a harder time personalizing advertising due to signal loss resulting from privacy laws and cookie deprecation. First-party data offers a solution, but both ad buyers and ad sellers will need to find new ways to collect, organize, and use that data most effectively.

This deck will:

  • Size the opportunity first-party data presents for ad buyers and ad sellers.
  • Highlight the key challenges of using first-party data for ad buyers and ad sellers.
  • Explain how ad buyers and ad sellers can respond to these challenges.

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authors

Yoram Wurmser

Contributors

Rahul Chadha
Director, Report Editing
Eleni Digalaki
Vladimir Hanzlik
Executive Editor and SVP, Content
Penelope Lin
Director, Data Visualization
Evelyn Mitchell-Wolf
Emma Noyes
Graphic Designer, Data Visualization
Carina Perkins
Senior Analyst
Tracy Tang
Senior Researcher
Emman Velasco
Chart Editor
Zia Daniell Wigder
Chief Content Officer
Ali Young
Senior Copy Editor