Nielsen gained approval to use media companies' first-party data to measure audiences, a move that could favor more established streamers like Amazon.

The Trade Desk is competing with Google to help marketers and content owners use their first-party data to power ads. First-party data will play a big role in the future of digital advertising.

What is first-party data, and how can you use this data to enhance your search campaigns? In part two of his multi-part series exploring the data landscape, columnist Alistair Dent tackles these ...

Search has a responsibility to take its high-intent first-party data and use it across the marketing ecosystem. Here's what that looks like.

L'Oréal has made a hard shift into gathering first-party data on customers as privacy initiatives gain steam. The makeup company has created a wearable device and makeup try-on tools to gather ...

A report from Acquia reveals first-party data, personalized content, and composable technology are keys to a cookieless future.

So we know we have to move past third-party cookies to get more customer data but is focusing on intent data - even first-party intent data the answer? Just because someone is researching new ...

NEW YORK — McDonald’s has seen a marketing resurgence in the past few years, partnering with a cadre of pop culture icons and courting favor with young consumer groups that once spurned its fast food.