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.

Between awareness and action: why do companies stop halfway?

According to an iPROM survey, 75.4% of Slovenian decision-makers see first-party data as a key component of a successful digital presence. Yet there remains a gap between strategic insight and practical implementation. Why?

Often it is not a lack of intent, but a combination of systemic barriers, from inadequate infrastructure and staffing to an unclear methodological framework on how to actually embed data governance into business processes. The result is hesitation, passivity and continued reliance on external platforms that increasingly constrain data within their own ecosystems.

First-party data as a strategic advantage

The value of first-party data goes beyond the ability to accurately target users. It offers deeper insight into customer behaviour, a clearer understanding of their needs and intentions, and enables more relevant and effective communications. At the same time, it allows greater independence from external platforms that increasingly restrict and trap data flows within their own frameworks.

Companies that know how to collect, process and use this data effectively can build their own digital ecosystem. This approach provides a long-term competitive advantage, as they no longer need to rely solely on outside sources, but become an autonomous manager of their own data capital.

Consequences of inaction

When companies fail to invest in developing their own data infrastructure, they become vulnerable. Advertising campaigns are less effective, conversion costs are higher and return on investment declines. Increasingly stringent data protection legislation add further risk, relying on third party sources is not only inefficient but also potentially non-compliant.

The iPROM survey reveals that 47.3% of companies still do not use first-party data for personalisation. In a world where fast, data-driven decision-making is a prerequisite for success, this represents a missed opportunity.

A practical example: how a strategy to use first-party data delivers concrete results

To better illustrate the benefits of using first-party data, consider the case of MERKUR, a Slovenian retailer. When redesigning their loyalty programme, their goal was clear: strengthen the connection with customers through a new mobile app and increase the number of registrations.

Rather than continuing to rely on traditional approaches, they partnered with iPROM to implement a data-driven strategy based on first-party data. Using the iPROM Private DMP solution, they built their own data infrastructure, segmented users and extended their reach by modelling similar profiles. Personalised messages were tailored to users’ interests in real time. Within just a few months, they reached more than one million users and served 25 million ads, and gained 80,000 new registrations for a new loyalty programme together with other advertising activities.

This case demonstrates that the effective use of first-party data is more than a technological upgrade—it’s a strategic move toward building long-term customer relationships.

A new organisational mindset

The introduction of first-party data management is not just a technology project. It is an organisational transformation that touches processes, knowledge and culture. Businesses must establish an architecture that enables the collection, consolidation and use of data in real time, while ensuring transparency and ethical behaviour.

Solutions such as iPROM Private DMP provide the necessary infrastructure for this transition. But the key is the willingness to invest in knowledge, implement processes and develop a strategy that places data at the core of its marketing and business logic.

The time to act is now

Although strategic awareness of the importance of first-party data is now widespread, many companies remain stuck in outdated practices and inefficient data models. The gap between awareness and implementation is becoming one of the biggest barriers to improving companies’ competitive position.

In the digital economy, success won’t depend on who has the most data, but on who can structure it meaningfully, extract it legally and use it effectively. Those who make this transition early and in a systematic way will shape the rules of the game in the years to come.