Smart Marketers Should Turn to First-Party Data First

Opinion: Combining it with third-party data can boost ROI

Until recently, it was easy to build campaigns with third-party data from social media platforms for effective customer acquisition. Many marketers leaned heavily on Facebook and other data providers to engage audiences and drive new purchases.

But thanks to the European Union’s General Data Protection Regulation and the Cambridge Analytica scandal, many consumers tightened their privacy controls and more closely watch the data they share. Business-to-consumer marketers can no longer rely on third-party data as the main foundation for marketing campaigns.

Instead,

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