With the changing data environment, it is important to implement strategies to convert third-party web traffic into first-party data. Through an acquisition and engagement strategy, you will feed your activation with declarative and engaging data from the dialogue with prospects and customers. And, through a coherent scenarization from acquisition to activation towards a first purchase or from the loyalty experience towards the activation of your most profitable customers, you will increase your level of conversion. Over time, your ratio of first-party data usage to third-party digital investment data will increase, and therefore you will structurally reduce your acquisition costs.