The mechanism of ‘hashing’, whereby data is only shared if one of the personal. Characteristics is shared by the other party, is already a good first step. The second step is to match customer data only via that mechanism from a heavily guarded, protected environment (a ‘safe haven’ or data vault) and only to share, for example, selections (in/out selection). Infosum and Liveramp , among others, offer these services to a growing number of retailers and financial service providers.
What will concretely
Digital Audience is also rolling out a solution for this. 5. I don’t have 1st party data… now what? Many advertisers are highly dependent on third party data and in fact do not know who their own customers are. Think of most FMCG companies. You can argue that it matters less Dominican Republic Phone Number to them too, because they make their products for everyone anyway and distribute them through indirect channels.
Change and what
Targeting then seems less important. But in practice it is often relevant to at least know who is and who is not buying your product. And who, for example, is already very loyal. Just to make relevant advertising and avoid irritation and unnecessary waste of media budget. Now supermarkets and marketplaces provide this data. In that sense, they operate as a third-party data supplier. And increasingly also as a publisher, as retail media is offered more and more professionally.