Kenneth Suh, Chief Strategy Officer, Nexxen
For years, brands and agencies have regarded their first-party data as the ultimate asset for navigating the complexities of a privacy-first, post-cookie digital ecosystem.
That perception is correct — first-party data does offer unparalleled precision and trust — though it takes a narrow view, overlooking the fact that this has also been quietly unfolding among publishers, commerce media networks and social platforms. These players also sit on troves of rich, compliant first-party data. As the market moves toward greater fragmentation, signal loss and scrutiny, the time has come to realize the value of that data — not only for buyers, but for social and commerce media networks as well as media owners themselves.
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