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.