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.

When Waterman started his company, he didn’t want to rely on third-party cookies. He saw the current problem coming years ago and chose to build the marketplace to use first-party intent data: What's ...

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 ...