The Future of First-Party Data: How Advertisers Can Unlock Smarter, Privacy-First Measurement with Stephanie Martin and Brendan Cohen
A new era for data in advertising
The rules of digital advertising are being rewritten. As platforms tighten privacy controls and identifiers become harder to match, advertisers are navigating a more fragmented ecosystem, one where identity, reach and performance are increasingly difficult to connect. In this environment, first-party data has become the connective tissue that allows brands to unify insights, drive performance and build more resilient measurement strategies.
Today’s marketers must strike a balance between performance and responsibility. That means finding ways to collect, manage and activate data that are both compliant and effective. The good news: when activated correctly, first-party data enables smarter targeting, more precise measurement and a meaningful competitive advantage.
At VideoAmp, we believe first-party data is the key to building that future—and our clients are already seeing the impact.
Why first-party data matters more than ever
First-party data—deterministic information collected directly from your audience—is uniquely privacy-compliant and grounded in real behaviors and preferences. It provides a strong foundation for personalized experiences and advanced measurement. And, when paired with probabilistic datasets, it enables even richer insights and more effective audience strategies.
Over the past year, the industry has seen a major shift. “At the start of 2024, we saw advertisers running advanced audience buys with one or two publishers,” said Brendan Cohen, VP of Client Growth at VideoAmp. “By the end of 2024 and into 2025, we are seeing a consistent trend of investments guaranteed on first-party audiences across all publishers where it is available.”
This widespread adoption is being driven by more than just regulation. Advertisers are recognizing the performance benefits of leaning into their own audience data. Stephanie Martin, Director of Product Sales at VideoAmp, notes that brands are “sitting on a gold mine of first-party data, which is the most accurate indication of who your audience is and where they consume media.” However, she adds, many hesitate to use it due to perceived privacy risks.
The reality? Advancements in privacy-first technology—like clean rooms and secure onboarding solutions—have made it possible to not only activate first-party data at scale but also unlock deeper cross-platform measurement and actionable insights.
How to activate first-party data for smarter measurement
The real value of first-party data emerges when it’s structured and activated thoughtfully. Here’s how leading brands are doing it:
1. Unify your audience strategy.
Legacy thinking treats channels as proxies for funnel stages—linear and CTV for broad, upper-funnel awareness and digital or retail media for lower-funnel conversions. But today’s best strategies are audience-first, not channel-first.
Advertisers are shifting away from siloed buying toward unified audience planning across the entire funnel, from brand awareness to point of sale.
“The shift from siloed thinking to a holistic audience strategy is unlocking a more complete understanding of consumer behavior,” said Brendan Cohen, VP of Client Growth at VideoAmp.
2. Use audience planning tools.
Martin recommends that brands “make use of your 1P data” and pair it with advanced planning tools to map media consumption patterns across platforms. This ensures your media strategy reflects how real people watch and engage.
3. Prioritize identity resolution and privacy.
With clean room technology maturing, brands can now match their first-party data with publisher datasets securely—enabling richer insights while staying compliant.
4. Think beyond performance—optimize for experience.
Martin calls out a rising concern: ad fatigue. “The prevalence of repetitive commercials during ad breaks has led to viewer fatigue,” she said. “Brands are now actively seeking to address and mitigate that.” Using first-party data to control frequency and tailor messaging across platforms enhances the consumer experience.
VideoAmp’s role in powering privacy-first measurement
VideoAmp’s platform is purpose-built to help brands unlock the value of their first-party data—without compromising privacy. From seamless onboarding to cross-platform measurement, VideoAmp enables smarter audience targeting, campaign optimization and outcome measurement.
Take, for example, an auto brand that partnered with VideoAmp to shift toward advanced audience targeting. “By using VideoAmp currency and the client’s first-party audience, we helped drive a 50% increase in On-Target Percentage,” Cohen shared.
Whether you’re looking to increase efficiency, improve measurement or reduce media waste, VideoAmp provides the tools to activate first-party data at scale—across all screens.
Looking ahead: From tactic to strategy
First-party data is no longer just a workaround for cookie loss—it’s a strategic imperative. As brands push for better ROI and more responsible marketing, their ability to activate owned data will define their success.
Martin emphasizes that audience-based buying isn’t just for niche campaigns—it has a place in reach and awareness efforts too. “The idea that first-party data is too expensive or inconsequential is outdated,” she said. “It should be regarded as pivotal to a robust media strategy, both for direct activation and for understanding platform engagement.”
At VideoAmp, we’re helping brands move from testing to transformation. And, in 2025, the brands that win will be the ones that treat first-party data not as a trend—but as a core capability.
Ready to unlock the full potential of your first-party data? Explore how VideoAmp powers privacy-first measurement
