Why are companies still not using first-party data, even though they know it is the future of digital advertising? - iPROM - Expert opinions - Miloš Suša

Why are companies still not using first-party data, even though they know it is the future of digital advertising?

Miloš Suša

In the digital age, data is no longer just a support tool – it lies at the heart of business decisions. In digital advertising in particular, success increasingly depends on the quality of data. Among all types, first-party data is a stand-out. This is the data that companies collect directly from users through their own channels, such as websites, mobile apps or emails. Because it’s obtained transparently and legally from a direct source, it is considered the most reliable insight into users’ needs, behaviours and intentions. And yet – although many companies are aware of this – steps towards the active use of first-party data often remain unmade.

Read more