April 18, 2024

KT Business

The Business Servicess On for You

First-Party Data: Unlock Marketing Tactics in a Post-cookie Era

4 min read

Tom Burke, CEO of AtData, explains why marketers must pursue innovative strategies in the declining era of cookies. Recognizing the role of first-party data and email address intelligence in understanding target audiences to drive effective campaigns is imperative.

Cookies are coming to an end. Marketers are still on the hunt for alternative sweet spots to reach their target audiences and are increasingly turning to their own first-party data, particularly emails, as they offer valuable intelligence and high ROI.

Most consumers juggle a variety of email accounts — separate emails for work, home, and online shopping. In fact, the average user has about 1.86 email accountsOpens a new window