In the digital world, where user attention is fragmented and competition is only a click away, the most important factor is no longer who advertises louder, but who understands the user better and addresses their needs effectively at the right moment. Data, especially that which companies collect directly from their customers (so-called first-party data), has become the foundation of trust and relevant communication. Particularly valuable are data gathered through loyalty programs, which are now becoming a central pillar of advertising and media strategies.
