Marketers are constantly striving to develop campaigns that bring the best value to customers. As technology advances, we have more opportunities to create these superior campaigns — and consumers want them too. With zero patience for unhelpful, irrelevant, or “annoying” advertising, consumers require brands to bring them value moment by moment in their purchasing process.

Third-party cookies are on their way out. And first-party data is one of the best solutions to adapt to this change — while offering even more accurate ROI data too. Building a targeted prospect model that accurately reflects your current and potential customers based, in whole or in part, on first-party data is one of the best ways to evolve ahead of the changing privacy landscape.